Coors Light announced the launch of Coors-icles, non-alcohol beer-flavored popsicles 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, it says.

Remember cramming for exams in college? Many students who tried to pull all-nighters in order to prepare for a test the next day might have turned to coffee to stimulate their cognitions.

As college basketball fans gear up for March Madness, beverage brands are using their marketing power to bring other hoop dreams to life.

The Coca-Cola Co., Atlanta, plans to host events for fans of all ages in the company’s hometown during the 2013 National Collegiate Athletic Association (NCAA) Men’s Final Four weekend, which also is taking place in Atlanta. Coke Zero, the official fan refreshment of the NCAA, and Powerade, the official sports drink of the NCAA, will be the dominant players in the company’s celebrations, it says.