Coors Light Turns “Case of the Mondays” Into Limited-Edition Super Bowl Campaign
Molson Coors’ flagship brand Coors Light is generating pre-Super Bowl buzz with a clever marketing stunt—intentionally misspelling “refreshment” as “refershment” in ads to humorously acknowledge Monday morning mishaps. The campaign, developed by agency Mischief @ No Fixed Address, precedes the release of limited-edition Mondays Light packaging nationwide, playing on the infamous post-game workday slump.
Campaign Details
The initiative draws from research revealing that 41% of Americans dread the Monday after the Super Bowl, citing late-night viewing (50%), post-game work returns (46%), or the NFL season’s end (36%). To lighten the mood, Coors Light launched:
Misprinted Ads: Print and out-of-home ads with the “refershment” typo, followed by a playful brand apology.
Instagram Sweepstakes: Fans who post post-game Coors Light photos with branded hashtags can win a $14 voucher for a 12-pack.
Creative Strategy
“We transformed the ‘worst Monday’ into a better one with beer,” said Kevin Mulroy, Mischief’s Executive Creative Director. The campaign builds on Y2K-era nostalgia (Office Space’s 1999 “case of the Mondays” quote) while teasing a 30-second Super Bowl ad for Canadian audiences (via CTV/TSN/RDS), marking the brand’s third consecutive Big Game appearance.
Dive Insight
The tactic mirrors last year’s Droga5-developed “Chill Train” campaign, leveraging humor and cultural timing to offset post-Sunday indulgence woes. With 58% of Super Bowl viewers drinking alcohol during the game, Coors Light targets both hangover relief and fan engagement.
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