Beer meets beauty care in Coors Light‘s latest release. On Wednesday, the brand launched its Coors Light Chill Face Roller, which allows beer fans to use a chilled can as a facial massage tool. The unexpected product is part of the Coors Brewing Company’s marketing strategy surrounding the upcoming Super Bowl.
Coors Light Face Roller
Courtesy of Coors Light
According to the brand, the Coors Light Chill Face Roller is meant to be used on the Monday after the big game, which will take place on Feb. 9.
“At Coors Light, we’ve always believed in delivering refreshment and chill to our fans in unexpected ways,” said Marcelo Pascoa, vice president of marketing at Coors Light, via statement. “With the Coors Light Chill Roller, we’re taking that mission to the next level by bringing the mountain cold of Coors Light directly to your daily routine. Why not chill your face while you chill your Case of the Mondays?”
The Coors Light Face Roller will be available for a limited time exclusively on shop.coorslight.com starting on Jan. 27 at noon ET. The brand recommends using the product by applying the “Chill Roller directly to face in a rolling motion” and saying, “I don’t have a case of the Mondays.”
Coors Light Face Roller
Courtesy of Coors Light
“If you don’t believe yourself, repeat steps 1-3 until you do,” the brand said via statement.
Earlier this month, the brand announced it would temporarily change its name to Mondays, turning a “Case of the Mondays” into a literal case of beer with “Mondays Light.” The announcement came after days of online discussion surrounding a “refershment” typo in Coors Light ads released everywhere. “Coors Light wants to thank everyone for letting us know about the errors. Very chill of you. Mondays, am I right?” the brand shared via statement on Jan. 13.
Coors Light’s Coors Light Face Roller and “Case of the Mondays.”
Courtesy of Coors Light
Coors Light is also releasing a limited-time “Case of the Mondays” merchandise collection, which includes shirts, matching sweat sets, hats and more.
Coors Light’s “refreshment” typo ad.
Courtesy of Coors Light
This is the brand’s third year in a row with a 30-second spot in the Super Bowl commercials. This year’s spot will be developed by Mischief @ No Fixed Address, which has previously worked with Chili’s, Eos, Red Wing Shoes and Tinder, among other brands. Additional campaign details will be revealed in the days leading up to the game.
