On Monday January 13, Coors Light ran a series of print and OOH ads, including a billboard in Times Square, that misspelled refreshment as refershment.
A day later it offered up an apology on Instagram:
The mea culpa was staged, of course. The stunt is part of Coors Light’s Super Bowl campaign by Mischief @ No Fixed Address, capitalising on the buzz the Game generates before the actual match. A Talker Research survey on behalf of Coors Light found that 60% of Americans and Canadians feel they’re likely to have a Case of the Mondays that day after the Super Bowl. That Monday is the most dreaded Monday of the year because they will have stayed up late the night before (50%), have to return to work after a great game (46%) or because the game means the end of the NFL season (36%).
Coors Light is turning the metaphorical case of the Mondays into an actual case of beer. The 12-packs are available ahead of the Big Game in the US and Canada. Coors Light fans also have a chance to win one in time for the Monday after the Big Game in an Instagram sweepstakes.
2025 is Coors Light’s third Super Bowl in a row and second in a row in Canada, where it will run a 30-second spot for both English and French-Canadian audiences.
