Coors Light 

The Challenge

The Monday after the Super Bowl is its own kind of misery: the late night, the questionable consumption, the alarm going off anyway. Coors Light decided to own that feeling rather than ignore it. The brand’s 2025 Super Bowl campaign, “A Case of the Mondays,” was built around this shared cultural experience, and branded merchandise was part of the media plan – not an afterthought.

For beer brands, the Super Bowl is a marketing moment with no equal. But big-budget commercials fade fast. Coors Light needed a campaign that could drive massive impressions, fuel influencer content and land traditional press coverage while keeping the “A Case of the Mondays” narrative alive well past game day.

This cultural marketing case study shows how a branded product can become a media asset when it is timed to a shared moment, easy to understand and built into the campaign from the start.

The Solution

Coors Light brought its branded merchandise partner in early so production and logistics could move in step with the campaign’s rollout. The “A Case of the Mondays” campaign launched a month before the Super Bowl, building across successive Mondays toward game day, with the Chill Face Roller slotted into the second phase.

The roller was designed to cradle a single can of Coors Light, drawing from the beauty trend where cold rolling reduces puffiness and redness. Super Bowl Monday is synonymous with hangovers, so the product fit the campaign’s humor without forcing the connection. It also went on sale for a limited time on Coors’ website.

The face roller led the charge, but the distributor developed a broader product lineup for the overall program, which also featured a “mistake” ad, “Mondays Light” packaging, Peloton activations and long-form content.

Cultural Fit

The roller paired the beauty world’s face-rolling trend with a widelyunderstood post-Super Bowl feeling. The cultural connection made the product easy to understand and worth talking about.

Campaign Timing

Placing the Chill Face Roller in the second phase of a month-long rollout gave the product its own media moment instead of launching everything at once.

Results

The Chill Face Roller helped Coors Light’s “A Case of the Mondays” campaign generate 672 million impressions, achieve 99% positive media sentiment and deliver a cost per impression of $0.0002.

The product worked because it didn’t need explaining. A face roller shaped to hold a cold beer on the Monday after the Super Bowl connected instantly – no context required, no brand education necessary. That clarity made it easy for media across categories to pick up and run with, from beauty editors to sports writers to lifestyle outlets. The timing amplified it further: giving the roller its own phase in a month-long campaign turned a single product into a self-contained news cycle.

Coors Light plans to keep building physical products into future campaigns.

“We believe there are fantastic opportunities to bring physical products into our brand storytelling and are excited to continue working with our creative partners on future projects!”

Austin Mudd, Marketing Manager