new York
CNN
—
There’s no better example of a Monday case than the day after the Super Bowl.
Coors Light announced Wednesday that it is temporarily changing its name to “Mondays Light” in an effort to “freshen up one of the worst Mondays of the year” by selling a 12-pack of beer with the new moniker.
The packaging, which replaces the word “Coors” with “Monday,” is available at retailers nationwide starting this month for a limited time. A television advertising promoting the package dubbed this specific day as the “worst Monday of the year” since the end of the football season.
Molson Coors is likely hoping the “Mondays Light” packaging will spark renewed interest. Sales of Coors Light surged in 2023 following the Bud Light debacle, but has since eased amid broader weakness in beer sales as Americans cut back on spending.
Coors Light gained attention Monday (when else?) with a series of ads, including in the New York Times and on a billboard in Times Square, misspelling the word “refreshment” as “refershment.”
In a statement addressing the alleged errors, Coors Light blamed it on an instance of Mondays. “Coors Light would like to thank everyone for bringing the errors to our attention. Very cool of you. Monday, am I right? » he said.
The phrase “case of Mondays” was introduced in the 1999 film “Office Space” and has since entered the pop culture lexicon for the (mostly) mood everyone feels when they have to return to work after the weekend.
Molson Coors, the beer’s parent company, will air a 30-second commercial during the Super Bowl on February 9. Details of the spot have not been revealed, but this is the third year the brand has been on display after Anheuser-Busch ends its 33-year exclusivity agreement in 2022.
Beer sales at retailers fell 0.6% to $45.65 billion in 2024, according to data from research firm Circana. given to Brewbound. The domestic premium category, which includes Coors Light, was one of the biggest losers, with sales down 5.5% for the year.
Coors Light’s overall sales fell nearly 2% last year to about $2.7 billion, and volume fell 3.5%. Due to weak sales of many of its beers, Molson Coors has lowered its sales outlook for 2024.