Canadian Ad Insider

30 years is a long time, what led to Molson Coors returning to the Super Bowl?

Leslie - Coors Light had a great year in 2023, reclaiming its spot as the top-selling light beer in Canada, and we wanted to continue this momentum into 2024 with the addition of a Canada specific Big Game ad. With over 17 million Canadians tuning into last year's Big Game, we decided that it was an opportune time to debut the ad this year to encourage Canadians to celebrate one of the biggest moments in sports with a refreshing Coors Light.

What led to Molson Coors deciding to buy an ad in Canada?

Leslie - Coors light has seen unprecedented growth in Canada over the past year becoming the #1 premium light beer in the country. This moment allows us to support Coors Light’s continued growth in Canada and drive awareness of the brand and its ‘Made to Chill’ campaign with Canadians nationwide. On football's biggest stage, Coors Light is the perfect brand to bring more chill when the heat is on!

Will the creative be different from what will be broadcast in the US?

Leslie - You’ll have to wait a little longer to find out about the ad itself! I can say that Canadian audiences should be very excited about the Chill that Coors Light will bring to Canada this February. The creative will be similar to the US with some elements changed to appeal to a Canadian audience, and this will be a bespoke spot.

X (Twitter) has traditionally been a platform that brands turn to for the Super Bowl, will the brand be on X?

Leslie - We’re not ready to share the details of our media plan for the Big Game yet.