Coors Light Is Changing Its Name for the First Time in Nearly 50 Years — Here’s Why

(Photos: Molson Coors Beverage Company)

Locals walking the streets of New York’s Times Square on Monday were met with a neon surprise. A towering advertisement for Coors Light beer appeared to have a typo; the brand’s long-running slogan, “Mountain Cold Refreshment,” has been misspelled as “Mountain Cold Refershment” large enough for all the city to see. A full-page ad printed in the New York Times featured the same error.

The company quickly issued a tongue-in-cheek press release claiming it had “had a Case of the Mondays.” Something was clearly afoot.

On Wednesday, Coors Light doubled down on the stunt to announce it was temporarily renaming itself Mondays Light. For a limited time, fans of the brand can now purchase 12-packs of the beer named in honor of “possibly the worst Monday of the year —the day after the Big Game.” A 30-second ad spot that will air during the Super Bowl will almost certainly iterate on the joke.

“Let’s face it: the Monday after the Big Game takes ‘Case of the Mondays’ to a whole new level,”  Marcelo Pascoa, VP of Marketing at Coors Light, said in a news release. “So, we thought, why not turn that classic ‘Case of the Mondays’ into a literal case of Coors Light? Mondays Light is our way of reminding fans to Choose Chill on one of the worst Mondays of the year.”

If you’re hoping to find the product at retail, check out the store locator here. The brand will also hold a sweepstakes contest to win a case of Mondays Light after its commercial airs on Feb. 9.

Much like Fireball Cinnamon Whisky before it, Coors Light has built a reputation around irreverant hijinks.

In 2022, the brand unveiled a color-changing nail polish that shifts from grey to blue as a cold beer chills in your hand. More often than not, these kinds of promos have been incorporated into trending sporting events. Last summer, Coors Light unveiled a limited-edition “Chill Jersey” that purported to activate a built-in cooling system for soccer fans in need. Before that, the brand’s Coorsicles and Chillolipops (Coors-flavored popsicles and lollipops, respectively) were targeted at March Madness fans hoping to chew off the stress.