Coors Light Launches 'Countdown to Chill Calendar'

Coors Light Launches 'Countdown to Chill Calendar'

News by Roberto Orosa
Published: March 12, 2024

Coors Light is revving up the excitement for March Madness with its "Countdown to Chill Calendar" made especially for college basketball enthusiasts.

Taking cues from the festive spirit of holiday advent calendars, the beer company's offering is designed to provide added thrill for fans, regardless of their bracket outcomes.

With the 21 days of the basketball tournament revealing a new gift, the calendar aims to ease the disappointment that may accompany a less-than-perfect bracket.

Getting a Perfect Bracket

March Madness refers to the National Collegiate Athletic Association (NCAA) Division I men's and women's basketball single-elimination tournament, in which teams are respectively placed in brackets.

Fans have fun each year predicting which teams end up in which bracket, ultimately ending with the final four.

According to the NCAA, those who "know a little something about basketball" have a 1 in 120.2 billion chance of getting a perfect bracket.

The "Countdown to Chill Calendar" is Coors Light's way of lightening the pressure of filling out a perfect bracket.

"Between busted brackets, fairytale stories and game upsets, March is definitely not chill for college basketball fans," Molson Coors VP of Marketing Marcelo Pascoa said in a press release.

"Coors Light doesn't want a busted bracket to break you, so we're bringing chill through our countdown to chill calendar, inspiring fans to Choose Chill throughout the tournament."

What Comes With the 'Countdown to Chill Calendar?'

Among the surprises concealed within the calendar are quirky and unexpected gifts.

"Chill Tea" offers a soothing respite from the nail-biting moments of the tournament, while the "A Little Help Please" Candle was made for those seeking a basketball miracle.

Coors Light even blurs the lines between creative and random with press-on nails, intended to keep fans' nerves "chill" during nail-biting moments in the game.

Meanwhile, the "Glass Slipper Charm" adds a touch of whimsy, reminding fans that not every team's journey ends in a fairy-tale victory.

Coors Light Calendars Sold Out Fast

The calendars were available at Coors Light for $21, but quickly sold out.

The promotion involves Coors Light's social media platforms and collaborations with Barstool Sports and Pardon My Take.

"It's the biggest unofficial multi-week holiday that brings a rollercoaster of emotions as your favorite team either advances to the next round or busts your bracket. We wanted to lean into the holiday season mindset and provide some much-needed chill for fans," Katie Feldman Lefsrud, marketing director at Coors Light, said in a statement.

The "Countdown to Chill Calendar" is part of the beer brand's "Don't Let Your Bracket Break You" campaign, which includes more giveaways like personalized Coors Light sneakers and ESPN+ subscriptions.

Coors Light also brought back its iconic beer train for Super Bowl LVIII

Editing by Katherine 'Makkie' Maclang

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