September 1, 2023 (press release) –
Miller Lite, Coors Light kick off football season with big partnerships, new ads. Keystone Light brings back The Hunt and its orange camo can
Key Highlight:
* Miller Lite and Coors Light have started the football season by forming big partnerships and launching new ads.
Original Press Release:
Coors Light and Miller Lite are gearing up for football season like never before with a marketing blitz that includes new ads, packaging that highlights major partnerships, a suite of new retail tools and more.
Both brands are coming off a historic sales quarter, with Coors Light’s sales volume up 25% and Miller Lite’s up 20% for the 13 weeks that ended
With Miller Lite representing 16
“Game day is every day, not just Saturday or Sunday,” he says. “No matter the football occasion, no matter the location, our brands work really well together to own every game day.”
Miller Lite’s fantasy breakout
Miller Lite’s partnership with
Not only will Miller Lite show up prominently on the no. 1 fantasy football app, it will also feature ESPN’s fantasy football badge on secondary packaging of its pints. This is in addition to packaging and display tools celebrating its 16 alliance teams across the
“While we have alliances in 16 markets, now we’re able to cover the entire country with football-themed packaging that’s going to resonate with fans,” Nanney says.
It’s part of a broader effort by Miller Lite to own fantasy football. More than 11 million fans played on ESPN’s app alone last season, according to the network. And it provides an ongoing opportunity to connect with fans at home and in the on-premise, Nanney says.
“Fans are engaged in fantasy football seven days a week. Whether they’re setting a lineup, checking stats or ribbing their buddies over text, we want them to have a Miller Lite nearby,” he says.
The brand connected with bars across the country to host fantasy football drafts that can translate to fans coming back all season. And
Miller Lite is renewing its partnership with
“It all comes back to Tastes Like
Coors Light goes big with college football partnerships
Coors Light is kicking off the season strong, extending its sponsorship of ESPN’s “College Gameday” to its secondary packaging of 24- and 30-packs for the first time.
“The big picture is Coors Light is all about owning game day for the season, and we have some of the biggest partners in college football to do that,” says
The beer brand is also launching a new program it’s calling “Nothing Like Game Day” that celebrates college football rituals like tailgates and, of course, gathering with friends to root on their favorite team. Fans can scan a QR code on cans and packaging to enter for a chance to win tailgating kits, hats and jackets and even Cameo calls from Herbstreit.
“Coors Light is all about celebrating game day: the excitement, the chants, the bands – there’s nothing like it,” Flicher says.
To that end, it’s aiming to change the way fans enjoy game day, introducing “The Chill Throne,” a luxurious reclining chair that provides fans just about everything they need to take in a game short of a grill.
Available for purchase online starting
Herbstreit will promote The Chill Throne before each episode of “College Gameday” and the hosts of “Pardon My Take” will feature it in their program. At the end of September, hosts Dan “Big Cat” Katz and PFT Commenter will sign the chair and auction it off.
The Chill Throne is available in limited quantities for
“Coors Light is the fastest-growing premium light beer and our big football plans are designed to keep its momentum going,” Flicher says.
New season, new spots
Both brands are debuting new creative work for football season, part of
Miller Lite’s new 15-second spot is set to launch this week ahead of the NFL’s first week of regular-season play.
The ad is a poetic ode of the moments that make football memorable – the ones that happen in the parking lot before the game or in the bar with friends. “Finding silver linings in every season. You never forget how some things taste,” a narrator says.
Meanwhile, Coors Light’s new ad debuts later this season, and celebrates the college football experience.
“Our brands have had a big year and we’re not slowing down,” Flicher says. “Football is where our drinkers are this time of year, and that’s where they’ll find us, too.”
Source:
[Category: Partnerships and Alliances]
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