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.
