Dive Brief:

• Coors Light, a Molson Coors brand, is teaming up with Peloton as part of its Super Bowl advertising push, according to information shared with Marketing Dive.
• The “Case of the Mondays” campaign from Coors Light centers around the Monday after the Super Bowl, a day when millions plan on taking off work. Peloton partnered with the beer brand to host two classes to help football fans get back into the swing of things after a day that traditionally includes overindulgence in food and drink.
• The Peloton partnership builds on previous campaign initiatives from the Molson Coors brand, including a spot in Canada featuring two sloths trying to make it through the Monday after the Super Bowl. Coors Light also released limited-edition packaging in anticipation of the Monday after game day.

Dive Insight:

Rather than focusing on the excitement of game day, Coors Light is keying into the dreaded Monday after to resonate with consumers, an approach that has been adopted by other brands this year, including Starbucks and Chipotle. Coors Light’s “Case of the Mondays” combines wordplay, humor and an unexpected partnership to engage a wide audience the day after the big game.

Peloton will host two classes on Feb. 10 led by fitness influencers. The first is a 30-minute cycling class with Ally Love, which will go live at 8 a.m. ET and will be available on-demand afterwards. A second class will provide a more relaxing experience in the form of a five-minute mediation hosted by Chelsea Jackson Roberts. The session will be available at 12 p.m. on the Peloton app and YouTube channel.

At first glance, the partnership between Coors Light and Peloton seems unlikely due to the different nature of the brands. However, Peloton has been looking for ways to reach millennial men in recent months and men typically drink beer at a higher frequency than women. In November, the fitness platform released “Find your push. Find your power” featuring professional football players and brothers J.J. and T.J. Watt.

With two-thirds of its consumer base being women, Peloton could be hoping a focus on the interests of millennial men can help expand its audience. The fitness brand has been aggressively working toward growth after a steep retraction post-pandemic. During the brand’s recent fiscal second quarter, sales dropped 9% from the year before to $674 million.

Coors Light has slowly been building on “Case of the Mondays” for weeks. In mid-January, the brand misspelled “refreshment” as “refershment,” as part of an advertising stunt. This kicked off the campaign, the name of which references a catchphrase popularized by the 1999 film “Office Space.” However, in this case, the term refers to an actual case of beer reserved for the Monday after the big game. The campaign is handled by Mischief @ No Fixed Address.

The Super Bowl push comes as Molson Coors saw revenue decline 7.8% in the third quarter of 2024. Lower brand volumes in the U.S. contributed heavily to the results.