Case Of The Mondays
Coors Light · 2026
1 award: The One Show
Strategic insight
The brand didn't fight the shrinking category or compete for fleeting Super Bowl airtime. Instead, it owned a pre-existing cultural tension—Monday fatigue—and turned it into a permission to sell a literal product solution, earning 45 weeks of momentum before gameday.
Earned Reach
The phased campaign—seeded by an intentional Times Square typo, amplified by celebrity appearances across Mondays, and capped by the gameday spot—generated 12.8 billion earned impressions, a 45% lift over the prior year, with 6X social conversation and 2X engagement versus 2024.
Business Result
Coors Light sold all 1.8 million Case of the Mondays 12-packs in three weeks, achieved #1 Premium Light share gain and #1 overall beer in display performance, and surpassed all previous Super Bowl benchmarks despite declining beer consumption and a shrinking category.
