Coors Light Gives New Meaning to 'Hey Man, Cool Shirt!'

New campaign refreshes in innovative ways

Coors Light wants soccer fans to stay cool this summer—and it's taking some fun, fashionable steps to make sure that happens. 

As the official beer of the Leagues Cup, an international tournament featuring teams from Major League Soccer and LIGA MX, the brand has produced a "Refresh the Game" campaign.

Elements include a commercial, thematic packaging, a sweepstakes, high-profile brand ambassadors, interactive spaces at stadiums and a chill jersey (it literally keeps you cool).

Behold, the limited edition smart jersey embedded with thermal sensors:

"It's a first-of-its-kind innovation that contains an embedded cooling system that delivers a burst of chill to drinkers," says Marcelo Pascoa, vice president of marketing for Coors brands. "It fits well with our overall 'Refresh The Game' campaign as we know there are heated moments within a soccer match that can be subdued with this latest innovation from Coors Light."

In addition, Coors enlisted current MLS MVP Luciano Acosta and soccer star Alan Pulido as ambassadors, who will tout the jersey through their social channels and PR.

Alma developed the creative that runs on digital and during Apple TV Leagues Cup coverage.

Arena activations, in partnership with Soccer United Marketing, will bring a cryotherapy chamber to select matches to offset those overheated moments. The chamber was designed as a visual replica of the Coors Light silver can.

Fans can enter a sweepstakes for a chance to win a trip to the Leagues Cup championship final. 

The tournament kicks off on July 26 and runs through Aug. 25.

Shahnaz Mahmud
Shahnaz Mahmud is a contributing writer to Muse by Clio.

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