For the first time ever, Molson Coors will have an ad in the Canadian Super Bowl LVIII broadcast.

The unique-to-Canada spot will highlight Coors Light, which the company says is the top-selling light beer in Canada and number one-selling beer on premise (January to October 2023), according to share and market growth stats from Beer Canada.

Molson Coors returned to the big game in the U.S. last year after a more than 30 year hiatus. This year, the brand will launch a Canadian Super Bowl spot along with a fully integrated campaign across social, digital and retail that connects to the U.S. campaign, making it a true North American initiative.

The campaign runs from January 23 to shortly after the game and will include social, digital, OOH and retail executions. The Super Bowl ad will run during the CTV and TSN broadcasts of the game on February 11. Wavemaker handled paid media for the campaign, Citizen Relations led PR, and Volt handled the social media piece.

Last year’s Super Bowl attracted over 17 million viewers in Canada.