COORS LIGHT AND MILLER LITE ANNOUNCE FIRST-EVER HIGH STAKES AD FOR THE BIG GAME
Followers can predict each element of the beer giants’ historic business in free-to-play sport on DraftKings
CHICAGO, Jan. 30, 2023 /PRNewswire/ — Coors Gentle and Miller Lite stroll right into a bar, and what occurs subsequent is anybody’s guess.
As we speak, Coors Gentle and Miller Lite introduced The Excessive Stakes Beer Advert, a first-of-its-kind huge sport business with actual cash on the road.
By way of Molson Coors’ settlement with DraftKings, followers have a free likelihood to win huge cash by predicting each element of what’s going to occur through the beer giants’ business, its first huge sport advert in additional than 30 years. The Excessive Stakes Beer Advert’s $500,000 prize pool is the most important for any free-to-play non-sport contest supplied in DraftKings’ historical past.
“After being shut out of the large sport for greater than 30 years, we wished to do one thing that had by no means been achieved earlier than,” says Michelle St. Jacques, Molson Coors’ chief advertising and marketing officer. “By giving folks the possibility to foretell each element of the advert earlier than it even runs, we’re bringing our followers alongside for the trip and getting them simply as enthusiastic about our return to the large stage as we’re.”
This second comes at a time when Molson Coors’ gentle beer manufacturers are displaying power available in the market. In 2022, Miller Lite and Coors Gentle mixed posted their strongest greenback share efficiency in additional than a decade & grew share of the entire business in This autumn.
Molson Coors and its manufacturers have beforehand been prevented from promoting through the huge sport’s nationwide broadcast attributable to a competitor’s exclusivity settlement, which lapsed this 12 months. Now the brewer is decided to make it depend, elevating the stakes for every-legal-drinking-age big-game viewer who enters the free-to-play Excessive Stakes Beer Advert pool on DraftKings.
Folks 21 and older throughout america (excluding Virginia) can take part free of charge in The Excessive Stakes Beer Advert by way of the DraftKings app or by visiting www.draftkings.com/highstakesbeerad and signing up for an account if they don’t have already got one, up till Sunday, February twelfth at 3:30 PM ET and make free picks like:
Which beer is talked about first?
Whole variety of beers
What kind of canine is pictured behind the bar?
The variety of folks with facial hair
What’s the bartender sporting?
Will the Coors Gentle Silver Bullet Prepare present up?
Study extra in regards to the Excessive Stakes Beer Advert in this teaser video. Winners are anticipated to be introduced the next morning and obtain their share of the $500,000 whole prize pool.
“The NFL championship is among the most extremely anticipated sports activities video games on the earth, a real Americana occasion that garners super engagement for the product on the sector as a lot because the commercials that air throughout stoppages in play,” mentioned Jay Danahy, Head of Model Partnerships and Advert Operations, DraftKings. “We’re thrilled to be working with Molson Coors on an revolutionary free to play sport main into the large sport that we consider will delight the hard-core skin-in-the-game sports activities fan, in addition to informal followers tuning in for extra than simply the primary occasion.”
Molson Coors and DraftKings went to nice lengths to maintain the business’s consequence a secret, with a number of completely different endings filmed through the advert shoot. Molson Coors’ CEO does not even know the way the advert will finish.
“Why not preserve the suspense going all the way in which to kickoff?” St. Jacques says.
ABOUT MOLSON COORS BEVERAGE COMPANY
For greater than two centuries, Molson Coors has been brewing drinks that unite folks for all of life’s moments. From Coors Gentle, Miller Lite, Molson Canadian, Carling, and Staropramen to Coors Banquet, Blue Moon Belgian White, Leinenkugel’s Summer time Shandy, Vizzy Arduous Seltzer, Topo Chico Arduous Seltzer, Merely Spiked Lemonade, Creemore Springs and extra, Molson Coors produces a number of the most beloved and iconic beer manufacturers ever made. Whereas the corporate’s historical past is rooted in beer, Molson Coors presents a contemporary portfolio that expands past the beer aisle with glowing cocktails, canned wine, kombucha, cider and extra.
Molson Coors Beverage Firm is a publicly traded firm that operates by way of Molson Coors North America and Molson Coors Europe, and is traded on the New York and Canadian Inventory Change (TAP). The corporate’s dedication to elevating business requirements and leaving a optimistic imprint on our staff, shoppers, communities and the surroundings is mirrored in Our Beer Print and our 2025 sustainability targets. To study extra about Molson Coors Beverage Firm, go to molsoncoors.com.
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SOURCE Molson Coors Beverage Firm