
On a billboard overlooking Sankofa Square (formerly Yonge-Dundas) there is a frosty can of Coors Light with the promise of “Mountain Cold Refershment.”
Wait, “refershment?”
Surely, no brand would ever make a mistake that big, would they?
Actually, the massive typo is part of Coors light’s Superbowl campaign that addresses the “case of the Mondays” that many people have the day after the Big Game.
The ad campaign is a part Coors limited-edition “Monday Light” packaging, rolling out to retailers across Canada this month ahead of Super Bowl LIX in New Orleans, Louisiana. “Consumers across Canada and the U.S. quickly picked up on the misspelling and engaged with the botched ads on social, and beyond,” Leslie Malcolm, VP of marketing for Canada with the Molson Coors Beverage Company, tells strategy, MiC’s sister publication. “The momentum is certainly building, and we’re excited to see fans reactions to our new Mondays Light packaging.”
Malcolm adds: “The media strategy was ultimately inspired by the universal experience that many of us have encountered: the feeling of having a ‘Case of the Mondays’, especially after the Big Game. While the Big Game itself provides one of the biggest stages in sports and entertainment, our goal with this campaign was to go beyond just one weekend and create a 360 campaign that engages with consumers across touch points,”

Over the course of this campaign, Coors Light’s “Case of the Mondays” will engage Canadians with national advertising in print and OOH, new limited time packaging at local retail level, consumer contesting and social content across Canada.
This will be the second year that Coors runs a Super Bowl campaign for Canadians. The beer brand saw success last year with its Chill Train campaign. It is returning to the big game with a new 30-second Canadian spot for both English and French-Canadian audiences. The commercial, developed by Mischief, will air on the CTV, TSN and RDS broadcasts of the Super Bowl on Feb. 9.
With files from Jonathan Russell.