College basketball fans are well acquainted with the lead-in to spring and all the chaos it can bring. With the NCAA’s March Madness tournaments taking off and the heat of competition on the rise, game enthusiasts might struggle to keep their cool.
Considering the emotional rollercoaster of the season, Coors Light is introducing its limited-edition Coors-icles, non-alcoholic Coors-flavored popsicles intended for consumers 21+, to help fans stay chill.
Created in collaboration with Mischief @ No Fixed Address, the promotion is leaning into bombastic college basketball sportscaster Dick Vitale.
To commemorate the launch, the brand has released a 30-second short alongside a 15-second TV spot. Assigning Vitale with the tongue-in-cheek honorific, ‘Ambassador of Chill,’ the spots follow him as he helpfully passes a Coors-icle to heated fans. In contrast to his over-the-top game personality, these videos feature a surprisingly zen Vitale, urging others to “stay chill.”
Keeping cool under pressure
“For more than 40 years, I’ve been known for my enthusiastic, passionate, sometimes controversial—but never boring—style,” said Vitale in a statement. “This March, when everyone is screaming their lungs out over a little game, the Coors Light Coors-icle is here to provide some chill.”
The Coors-icles are available for purchase online until March 24, while supplies last. They will also be sold at 800+ bars nationwide through the college basketball tournament. Fans can enter for a chance to win a 6-pack of Coors-icles, with 100 lucky winners to be chosen on April 4 after the championship game.
“Every point, slam dunk, assist and block puts you on the edge of your seat, but a taste of a Coors Light Coors-icle will bring you back to a moment of chill,” said Marcelo Pascoa, vp of marketing for the Coors Family of Brands. “We’re making sure that fans watching the games at home or at bars nationwide can cool down with a Coors-icle.”
Coors Light March Madness Credits
AGENCY
Mischief @ No Fixed Address
Greg Hahn – CCO, Co-Founder & Partner
Kerry McKibbin – President & Partner
Jeff McCrory – Partner and Head of Strategy
Bianca Guimaraes – ECD & Partner
Kevin Mulroy – ECD & Partner
Mackenzie Hart – SR Copywriter
Helen Rieger – Sr. Art Director
Will Dempster – EVP Production
Coleman Sweeney – Sr. Producer
Partner and Head of Development – Oliver McAteer
Alison Whisenant – Managing Director
Sam Crawford – Account Director
Amanda Chau – Account Executive
CLIENT
Coors Light
Sofia Colucci – Chief Marketing Officer
Marcelo Pascoa – VP Marketing, Coors, Global & North America
Katie Feldman – Director of Marketing
Brittany Lanier – Sr Marketing Manager
Kyle Piazza – Associate Marketing Manager
Amber Dutra – Brand Public Relations Manager
PR
Brooke Scher Mogan – Executive Vice President
Francesca Borgognone Salcedo – Vice President, Celebrity & Entertainment
Erika Berg Henty – Account Director
Kristin Martinez – Account Supervisor
Whitney Woodard – Account Executive
Julia Goldman – Junior Account Executive
PRODUCTION
Ruckus
JJ Adler – Director
Greg Jones – Executive Producer
Sabrina Mossberg – Head of Production
David Wilson – Director of Photography
Ray Courtin – Line Producer
Dana Sherman – AD
Chad Yuro – Production Designer
EDITORIAL
Whitehouse Post
Heidi Black – Editor
Jeanette Suleiman – Assistant Editor
Brooke Williams – Executive Producer
Ryan Smith – Senior Producer
FINISHING
Preymaker
Angus Kneale
Verity Kneale
Melanie Wickham
Zach Fortin
Clairellen Wallin
Michelle Cevallos
Jessica Sroczynsk
Jabulani Simelane
Julie Brown
Adam Scott
Adam Lambert
Nicholas Young
Roxy Zuckerman
Shannon Lee
Simon Holden
Stuart Wilson
Paul Cardon
Brandon Phillis
Christian Reyes
ANIMATION
Make it Move
Deven Langston – Animator
RECORD & MIX
Wave Studios
Isaac Matus – Sound Designer/Mixer
Austin Ferreira – Mixer
Vicky Ferraro – Executive Producer
MUSIC
APM
