Coors Light introduces beer-flavored Coors-icles
Brand partners with Dick Vitale for marketing campaign
For passionate college basketball fans, March is pure chaos, with busted brackets, buzzer beaters and nail-biting stress. That’s why Coors Light, the beer made to chill, introduced Coors-icles, non-alcohol beer-flavored popsicles, to make sure fans 21 and older stay chill when things get heated this March.
“Every point, slam dunk, assist and block puts you on the edge of your seat, but a taste of a Coors Light Coors-icle will bring you back to a moment of chill,” said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands, in a statement. “We’re making sure that fans watching the games at home or at bars nationwide can cool down with a Coors-icle.”
The Coors-icle, intended for consumers 21 and older, is inspired by the flavor and refreshment of an ice-cold Coors Light, and is available for a limited time during the tournament season.
To purchase a six-pack of Coors Light Coors-icles, visit shop.coorslight.com. The brand will release a limited number of Coors-icles through March 24, every weekday at 12 p.m. EST, while supplies last.
Coors Light Coors-icles also will be available at more than 800 bars nationwide throughout the college basketball tournament, so fans can crack open a really cold one while they watch the games. Additionally, consumers nationwide can enter for a chance to win a six-pack of Coors-icles at CoorsLight.com/Coorsicles. The 100 lucky winners will be chosen April 4 after the championship game.
In addition, the beer made to chill is teaming up with sportscaster Dick Vitale.
“For more than 40 years, I’ve been known for my enthusiastic, passionate, sometimes controversial — but never boring — style,” said college basketball analyst Vitale in a statement. “This March, when everyone is screaming their lungs out over a little game, the Coors Light Coors-icle is here to provide some chill.”
Coors Light also tapping Vitale for a brand-new TV commercial, which will air during March across TV, OLV, social and digital throughout the tournament.
Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!
