Coors Light is returning to the Super Bowl with its iconic Coors Train, an iconic part of the brand’s history that hasn’t been seen in 12 years.
The brand is bringing the train back to jump on the sales momentum the company has experienced over the last year, since they overtook Bud Light as the leading product in the category last year.
“More people than ever are reaching out for a Coors Light, and if we need to deliver Coors Light for all of these people, why not bring back our best ever delivery device, which is the Coors Light train,” said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “The second big reason is that since 2019, the brand has been focused as much on emotional refreshment as physical refreshment.The first time the train existed, the brand was all about the physical side of refreshment. Whenever the train would come, there was this magical frostiness that surrounded everyone around it.”
Now, the brand is also promoting the “emotional side of refreshment, which at the end of the day means delivering people a moment of chill, empowering people to make that choice,” adds Pascoa. “Even in this crazy, hectic world that we live in, choose to reset, take a beat, and come back refreshed.” The newly minted Chill Train will cross North America to bring ‘chill’ to everyone, everywhere.
This time out, the brand is giving consumers the chance to book a seat on the train and officially star in the ad via CGI. Beginning Sunday, 1/28, consumers can visit www.CoorsLightChillTrain.com, to book one of 100 seats on the train. The brand will offer up new batches of tickets every day at 1 p.m. ET through Friday, 2/2. Passengers will also receive $500 in talent fees and swag for starring in the spot. The train in the ad will fly by at 900 mph but on game day, Coors Light will also release a special slow-motion version of the ad online so participants can get a glimpse of themselves on the train.
“We really challenged ourselves to think about what we could do with a train now that just wasn’t possible 12 years ago,” said Pascoa. “But through the magic powers of CGI, we are going to insert digitally all of those 100 consumers who are able to grab a seat on the train into the spot.”
