- Molson Coors’s Coors Light is launching “Chill Amplified,” a music-themed promotion that will provide fans with opportunities to enjoy music with perks like VIP access to artists, shows and backstage experiences.
- Among the artists lined up for the program are country singer Lainey Wilson, hip-hop icon LL Cool J, indie rock act Mt. Joy and reggaeton artist Tainy.
- As part of the program, Coors Light has created some limited-edition “Backstage Six-Packs” – four unique collections of backstage essentials curated by the participating musicians. Coors Light x Lainey Wilson Six-Pack, which drops on May 8, includes items like a mini fridge, sweatsuit, dog bowl and red truck rug, among other items.
While the brand has worked with music artists in the past, Chill Amplified represents the first time the brand has established its own branded music platform. The idea behind the promotion is that music helps bring people together and amplifies the “chill” of those gatherings, said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands.
“When Coors Light and music come together, your chill gets amplified,” Pascoa told Brand Innovators. “So, Coors Light is launching an all-new Chill Amplified music platform, bringing even more chill to your favorite places and spaces in music.”
Each of the Backstage Six-Packs will feature unique items. Wilson’s, which will be the first to drop, will include a mini fridge, a blue sweatsuit, a dog bowl, beer glasses, a “Red Truck” rug inspired by one of Wilson’s songs, an LED sign and a gift card to purchase Coors Light. Five packs will be available each day on May 8th, 9th, 10th, 13th and 14th for $300 each. Proceeds from the sales will benefit Wilson’s “Heart Like a Truck” charity.
Packages for the other three artists will follow over the coming weeks. In addition to the Backstage Six-Packs, Coors Light will be promoting summer giveaways that will include tickets to concerts, VIP backstage experiences, meet-and-greets and limited-edition merch through the brand’s social channels.
