By Webb Wright, NY Reporter

October 4, 2022 | 3 min read

Leave the dirty socks. Coors Light and Tide are offering to do your Saturday laundry so that you can enjoy college football game day.

Coors Light continues to make good on its brand promise of “the beer made to chill.” The ubiquitous beer brand is now offering fans the opportunity to win free laundry services for a month so they can watch more college football at their favorite bar.

Saturday mornings tend to be Americans’ preferred time window for handling chores, but Coors Light is seeking to change that. “Coors Light believes chores shouldn’t get in the way of game day,” the company said in a statement. “That’s why this college football season, Coors Light will keep your chores light.”

The beer brand partnered with Tide Cleaners as its cross-promotional partner. On Saturday (October 8), fans in Chicago, Cincinnati and Denver can also drop off their dirty laundry at participating bars, where it will be sent to a local Tide Cleaners facility, washed and returned to them at home. Fans can also enter for a chance to win Coors Light merch and Tide product bundles.

To promote the campaign, it tapped ESPN college football analyst and longtime brand partner Kirk Herbstreit in a 15-second spot. Herbstreit is featured in a bar holding a basket full of delicates.

The new stunt arrives on the heels of a slew of similarly outlandish marketing campaigns from Coors Light. In July, for instance, the brand released a ‘Thirst Trap’ beer can-attachment device designed to lure in and kill mosquitos. In the spring, it unveiled ‘Chillboards,’ a series of reflective rooftop advertisements in Miami that doubled as both a bird’s-eye-view marketing effort and a mechanism for deflecting sunlight, thereby cooling the apartments below.

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