Coors Light Revives Iconic Beer Train for Super Bowl Ad

Coors Light Revives Iconic Beer Train for Super Bowl Ad

Published: January 23, 2024

Get ready for a blast from the past as Coors Light brings back its iconic beer train for Super Bowl LVIII, marking the train's return after 12 years.

First introduced in 2005, the Coors Light Silver Bullet train whisked lucky passengers across the country in style.

Now rebranded as the “Chill Train,” it promises to be even more epic, with Coors Light pulling out all the stops to make it a truly immersive and memorable event.

"We can't wait to introduce the Coors Light Chill Train to the next generation of Coors Light drinkers, giving our fans a front row, or window seat, to the action,” Marcelo Pascoa, vice president of marketing for the Coors Family of Brands, said in a press release.

For the Big Game, the Chill Train will be transformed into a virtual experience. Fans can book a virtual seat on the train through Coors Light's website.

Only 100 passengers will get a chance to board the Chill Train “through the magic of ice-cold CGI” and be featured in Coors Light’s Game Day ad.

Setting expectations, Coors Light cautioned that “this train runs at over 900 MPH, so blink and you might miss the passengers riding in the ad.”

However, virtual passengers will still get a small taste of fame because a slow-motion version of the ad will be posted online on Game Day.

On top of this unique virtual experience, Coors Light is also sending each virtual passenger a special Chill Train talent contract worth $500 and a swag bag filled with limited-edition goodies.

Booking Chill Train tickets will start on January 28, and a new batch of seats will open up daily at 1 p.m. ET until February 2.

The first-come, first-served rule applies, so fans need to click and type fast.

The silver train's comeback marks the first-ever solo Super Bowl ad for Coors Light.

The move follows Coors Light’s success last year, which saw the beer brand achieving the fastest growth among premium light beers in the U.S.

"After breaking records last year, now is the time to bring back the most iconic beer train of all time to one of the biggest moments in sports," Molson Coors CMO Sofia Colucci said in a statement.

"Coors Light is the fastest volume share gainer in total beer, so it makes perfect sense to celebrate that rapid growth with our train by delivering chill across North America,” Colucci added.

As of today, Coors Light is the only major beer brand to confirm its plans to advertise during Super Bowl LVIII.

Game Day is on February 11 at the Allegiant Stadium in Paradise, Nevada.

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