Coors Light helps calm anxious basketball fans with beer-flavored ice pops

Dive Brief:

Coors Light is helping March Madness fans maintain their cool this tournament season with a limited edition beer-flavored ice pop known as the “Coors-icle,” according to a press release.
The Molson Coors brand launched the first round of products Tuesday, with additional inventory added each week until March 24. Consumers can buy a six-pack of the non-alcoholic pops for $20 online, and the treats will also be stocked at 800 bars. Fans can also enter a sweepstakes for the chance to win one of 100 free six-packs.
Coors Light partnered with college basketball analyst Dick Vitale for a commercial set to air during March across social media, TV and digital channels. The brewers latest move sees it again opting for novelty products as a way to stand out.

Dive Insight:

Coors Light is once again tapping into its “chill” ethos this March Madness with an activation that looks to playfully attract attention as beer sales during the tournament are expected to soar. The non-alcoholic treat’s launch coincides with an ad campaign featuring legendary basketball caller Vitale, which could help Coors Light forge a stronger connection to the college basketball event and its fans.

Along with the “Coors-icles,” a spot featuring Vitale is a key component of the college basketball push. The basketball caller, who is best known for his 44-year career with ESPN, has a reputation for getting excited during games. The 83-year-old cancer survivor also recently made headlines for declining CBS’s offer to call a game or two during the tournament, stating he prefers to end his career having only worked with ESPN. A video from the beer brand shows Vitale getting ramped up about a game while chilling with a Coors Light. A voice over states that, “I think he’s earned it,” in a nod to his storied career.

Novelty products are commonplace for Molson Coors. During the 2022 tournament, Coors Light introduced the “Chillollipops,” beer flavored lollipops meant to help calm rowdy fans in order to avoid violent outbursts, with the candies selling out almost immediately. The immense popularity of the candy could explain why its latest offering will be released in multiple stages as the brewer looks to gauge interest.

The tournament also comes as Coors Light saw a particularly strong 2022 performance. Coors Light and sister brand Miller Lite saw their strongest combined full-year dollar share in 10 years. This March Madness also coincides with a recent corporate restructuring for Molson Coors, with former CMO Michelle St. Jacques taking over the position of chief commercial officer.