Coors Light Briefly Changing Name to ‘Mondays Light’

January 15, 2025 TruthUSA

Coors Light said it’s temporarily rebranding to Mondays Light to lighten spirits on the dreaded post-Super Bowl Monday.

Coors Light has revealed that it will temporarily rebrand as “Mondays Light,” labeling the change as a playful move to “bring chill” to what’s sometimes considered one of the toughest Mondays of the year—the day after Super Bowl Sunday.

The special rebranding will appear on Coors Light’s 12-packs, which will be available nationwide, parent company Molson Coors said in a Jan. 15 statement. The company cited market research indicating that 60 percent of Americans and Canadians say they’re likely to have a “case of the Mondays” after the big game on Super Bowl Sunday, set to take place on Feb. 9 in New Orleans.

“Let’s face it: the Monday after the Big Game takes ‘case of the Mondays’ to a whole new level,” Marcelo Pascoa, vice president of marketing at Coors Light, said in a statement. “So, we thought, why not turn that classic ’case of the Mondays’ into a literal case of Coors Light? Mondays Light is our way of reminding fans to ‘choose chill’ on one of the worst Mondays of the year.”

The Monday after Super Bowl Sunday has sometimes been characterized by people feeling tired, sluggish, or unmotivated due to late-night celebrations or the emotional highs and lows from the game. While Coors Light appears to be capitalizing on this sentiment in its marketing ahead of the Big Game, there’s another factor behind the temporary name change.

On Jan. 13, Coors Light experienced what it described as its own case of the Mondays when the brand released a series of ads that mistakenly spelled “refreshment” as “refershment,” with the company calling the upcoming name change as a “playful nod to the kind of mishaps Mondays are notorious for.”

Molson Coors plans to air a 30-second ad during the Super Bowl. While it has not revealed any details yet, the company said the ad will be produced by Mischief @ No Fixed Address, the only advertising agency to make it onto GQ’s list of the world’s most creative companies.

It’s the third year that Molson Coors is getting exposure during the Super Bowl after Bud Light parent Anheuser-Busch ended its exclusivity deal in 2022.

In the third quarter of 2024, Molson Coors reported a 7.8 percent decrease in net sales compared to the same period in 2023. The company attributed the decline primarily to challenges in the U.S. market, including an unfavorable macroeconomic environment, anticipated shipment timing issues, and the wind down of a contract brewing agreement.

“While the U.S. shipment timing and exit of contract brewing volume will continue to impact us in the fourth quarter, these near-term headwinds do not diminish our confidence in our long-term growth algorithm,” Tracey Joubert, Molson Coors chief financial officer, said in a statement.

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