Molson Coors will make Super Bowl 2023 return after 30-year ad hiatus
Molson Coors, the distiller behind Coors Light and Miller Lite, has become the first new brewer to invest in ad space for the Super Bowl LVII 2023.
Molson Coors ups its game with the Super Bowl LVII
Returning with its first in-game TV commercial in over 30 years, the brewer is taking full advantage of the expiry of a beer exclusivity arrangement with AB InBev enforced by the annual championship game of American football since 1989.
Welcoming the level playing field, Molson Coors chief marketing officer Michelle St Jacques said: “Since 1989, there’s only been one official beer advertiser during the Super Bowl, and honestly that’s no fun. After more than 30 years away, you can bet our brands are going to bring it this year. Game on.”
In past years Molson Coors has resorted to guerilla marketing strategies to make its voice heard as an unofficial Super Bowl advertiser, employing wheezes such as opening a metaverse bar and challenging internet users to type in the world’s longest URL.
Molson Coors has invested heavily in the flavored alcohol space in recent years, gaining market share with the release of new brands such as Topo Chico Hard Seltzer and Simply Spiked Lemonade.
At the same time, the American-Canadian drinks manufacturer has also invested heavily in its flagship Coors Light brand through its ‘Made to Chill’ campaign.