Molson Coors recently launched a bold and playful campaign for Coors Light that has captured significant attention, demonstrating the power of out-of-home (OOH) advertising in creating virality and impact. The brand purposely misspelled "refreshment" as "refershment" on large and high-profile OOH displays and gained a lot of attention across the internet. As a result, they temporarily rebranded to "Mondays Light" for the Super Bowl. With this activation, Molson Coors cleverly leveraged humor and relatability to engage consumers.

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The power of playful mistakes

Coors Light's strategic move to leverage an intentional spelling mistake on its high-visibility OOH placements was to capture attention and spark conversations. This approach taps into the human tendency to notice and discuss errors, especially when blatant and humorous. By framing the mistake as a "case of the Mondays," Coors Light tied the error to a universally relatable experience, making the brand more approachable and memorable.

This tactic aligns with the principles of effective OOH advertising, which thrives on creativity and visibility. A well-placed and cleverly designed OOH campaign can reach a broad audience and create a buzz beyond the ad's physical location.

Molson Coors had this to say on the decision-making process behind the campaign; “Let’s face it: all Mondays suck, but the Monday after the Big Game is the absolute worst,” says Marcelo Pascoa, Vice President of Marketing. “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 the worst Monday of the year.” 

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Rebranding for a cultural moment

In addition to the misspelled word, Coors Light's temporary rebranding to "Mondays Light" for the Super Bowl was a masterstroke in aligning the brand with a cultural moment. The Super Bowl, a major event in the U.S., presents a unique opportunity for brands to showcase creativity and capture the attention of millions. By associating their brand with the concept of "Mondays," Coors Light tapped into the collective dread of the workweek's start, offering a refreshing alternative to the typical Monday blues.

This strategy generated buzz on and offline and reinforced Coors Light's brand identity as a fun, laid-back beer choice. This duality further endeared the brand to its target audience. Maggie Quirk, Senior Account Manager at billups believes this human-centric, engaging approach to OOH advertising can create a lasting impression on your audience. said, “It was exciting seeing firsthand how people reacted to this ad, especially with the key placement in Times Square increasing the chatter. Seeing the Coors Light placement posted and discussed on channels like Instagram, LinkedIn, and TikTok drove home how impactful the right OOH placement can be for culturally relevant conversation.”

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Lessons in creating virality through OOH

Molson Coors’ campaign offers valuable insights for brands looking to create virality and impact through OOH advertising:

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Embrace humor and relatability: Humor is a powerful tool in advertising. By incorporating relatable themes and playful elements, brands can foster a connection with their audience and encourage sharing, comments, and discussion.

Leverage cultural moments: Aligning a campaign with a significant cultural event can amplify its reach and relevance. Understanding the context and timing of an OOH campaign is crucial for maximizing impact.

Be bold and unconventional: OOH advertising provides a canvas for brave ideas. Brands should not shy away from taking risks and experimenting with creative concepts that stand out in the crowded advertising landscape. The battle for attention has never been more fierce, brands that are willing to take chances and do so creatively stand to make significant gains.

Encourage engagement: By creating ads that invite interaction or provoke thought, brands can encourage consumers to engage with the campaign, both online and offline, extending its reach and impact. Social media has added another dimension to the promotion, discussion, and measurement of the success of OOH advertising.

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This campaign for Coors Light is a testament to the potential of OOH advertising in creating virality and impact. By combining humor, cultural relevance, and strategic placement, brands can craft memorable campaigns that resonate with audiences and drive conversations. What other innovative strategies have you observed in OOH advertising that captured your attention?

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