Coors Light, a brand of Chicago-based Molson Coors Brewing Co., is encouraging consumers to skip the cheesy Valentine's traditions and spend the day with a fur-ever friend. The domestic beer brand will even help pay fees for 1,000 dogs adopted between 12 p.m. CT on Feb. 4 and 11:59:59 p.m. CT on Feb. 21.

The brand came up with the campaign as a counter to Cuffing Season, a cultural phenomenon where people couple up to stave off the weather-induced blues. As part of a national survey of Americans ages 21-27, which was conducted by Engine Insights, Coors Light found that 58 percent of millennials find Valentine’s Day, the pinnacle of Cuffing Season, to be overrated.

"Cuffing Season is a major cultural trend and poses tension for our younger drinkers, as they navigate the stress of finding someone to spend the cold months with," said Chelsea Parker, marketing manager at Molson Coors, in a statement. "With almost half of millennials planning to stay in on Valentine's Day, we wanted to help empower people to savor the day with Coors Light and a dog by their side."

Anyone of legal drinking age who resides in an eligible state and adopts a dog between Feb. 4-21 can have Coors Light help cover their adoption fees. Eligible participants can text "COORS4k9" and a picture of their adoption receipt to 28130. After review, the first 1,000 eligible participants will be given $100 to apply toward their adoption fees. See terms and conditions at for full offer details.

The brand's latest ad "The Official Beer of Skipping Cuffing Season" from the new "Made to Chill" campaign is currently airing nationwide.