As Coors said in their recent ad, today is the worst Monday of the year, as football fans nationwide face the official end of football season until fall — not to mention all those disappointed Chiefs fans.

Capitalizing on this collective mood with a timely marketing campaign, Coors Light has temporarily rebranded as “Mondays Light” in a strategic move to literally allow consumers to buy a case of the Mondays. The limited-time promotion features specially designed 12-packs replacing “Coors” with “Mondays” on the packaging, available at retailers nationwide.

The campaign rollout included attention-grabbing elements, such as advertisements in the New York Times and a Times Square billboard that misspelled “refreshment” as “refershment.” When questioned about the error, Coors Light responded with a statement blaming it on a case of the Mondays – referencing the popular phrase from the 1999 film “Office Space.”

This marketing initiative comes at a crucial time for Molson Coors, as the beer industry faces significant headwinds due to changing consumer preferences and spending habits. According to Circana data, beer retail sales decreased 0.6% to $45.65 billion in 2024, with the domestic premium category dropping 5.5%. Coors Light specifically saw sales decline nearly 2% to $2.7 billion last year, with volume dropping 3.5%.

The campaign also coincides with Molson Coors’ Super Bowl commercial, marking their third year of participation since Anheuser-Busch’s exclusivity deal ended in 2022.