Everyone loves a gimmick these days. But I don't think Coors Light is properly thinking this one through. The beer brand announced that it's changing its name. Well, sort of anyways.
As part of the Super Bowl promotion, the company is changing its beer name to Mondays Light. The limited edition cans will go on sale this month as part of a Super Bowl tie-in. However, it will only apply to the 24-pack of beer. It will also only run from January to February presumably. There's no end date, but the Super Bowl is on February 9. So it makes sense to end the promo then.
Coors Light's big idea is that everyone hates the Monday after Super Bowl Sunday. So why not crack open a beer on the Monday and keep the celebration going? There big slogan for the name change is that they have "a case of the Mondays." You get it, because it's literally a case of Monday-named beer.
Coors Light
However, I don't think this is going to be as successful for Coors Light as Coors Light thinks it is. Brand recognition is a big thing. Everything is tied to the name. That's why a lot of people were scratching their heads when Elon Musk decided to rename Twitter to X. Many people still just call it Twitter.
Relaunching under a new name is a massive undertaking. It's not always successful. Anyone remember when Snoop Dogg wanted to be Snoop Lion? Rebranding one's beer for two months just seems like a waste of time.
What's worse is that if you're not clued in to the marketing campaign then you wouldn't even know it's the same brand in the store. Coor's Light is alienating their own fans with the promotion. It's very likely that clueless customers may just skipped over Mondays Light, viewing it as an unnamed brand.
The meaning behind Mondays Light isn't particularly clear. Like I get what they were going for, but at first glance, I wouldn't understand what the beer is trying to convey to me. I may also assume it was a Bud Light off-shoot instead as well.
We'll see how successful it is for Coors Light. I'm willing to eat crow if it brings plenty of new drinkers to their brand. But from my own observation, I just don't see how it is a good idea. The resources would have been better spent trying to strengthen the namesake brand. Also, a beer that you can drink on Monday sounds like poor messaging.
The post Coors Light Is Changing Its Name And I'm Not Quite Sure What They're Thinking appeared first on Wide Open Country.