
Coors Light is embracing one of its most public mishaps with a clever twist. On Monday, the beer brand accidentally misspelled “refreshment” as “refershment” in a major campaign rollout. From national newspaper ads to high-profile billboards in New York’s Times Square and Toronto’s Sankofa Square, the typo was impossible to miss.
Instead of shying away, Coors Light leaned into the mistake, issuing a playful apology: “In the ads that were released everywhere, there was an unfortunate misspelling of ‘Mountain Cold Refreshment’ as ‘Mountain Cold Refershment.’ Coors Light wants to thank everyone for letting us know about the errors. Very chill of you. Mondays, am I right?”
Now, Coors Light is turning that blunder into a creative campaign tied to its Big Game plans with a limited-time product: Mondays Light.
Turning a Mistake Into Marketing Genius
The “Mondays Light” campaign combines humor, creativity, and relatability, turning a typo into an opportunity to connect with fans. By embracing its mistake and transforming it into a marketing moment, Coors Light reminds everyone that even the worst Monday can be a little more chill—with the right mindset (and maybe a cold beer). Watch below:
According to Marcelo Pascoa, Coors Light’s Vice President of Marketing, the idea of a “Case of the Mondays” resonated with the brand, especially since the Monday after the Big Game is notoriously rough for many Americans and Canadians.
“Let’s face it: all Mondays suck, but the Monday after the Big Game is the absolute worst,” says Pascoa. “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 the worst Monday of the year.”
The new packaging, featuring “Mondays Light” boldly across 12-packs in the U.S. and 24-packs in Canada, will hit shelves nationally starting mid-January.
This marks Coors Light’s third consecutive year with an ad during the Big Game, building anticipation for their latest creative endeavor.
- Last Year: Coors Light revived the brand’s iconic Chill Train with a star-studded ad.
- 2023: Coors Light went head-to-head with Miller Lite in “The High-Stakes Beer Ad,” an action-packed showdown that ended with Blue Moon stealing the spotlight.
While details of the 2025 Big Game ad remain under wraps, Sofia Colucci, Chief Marketing Officer, hinted at an exciting new approach, “In 2025, Coors Light will bring a new take on Choose Chill to one of the largest stages in the country and we can’t wait for you to see it. From our college football team alliances to partnerships with some of the chillest players on and off the field, Coors Light and football belong together.”
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