What has Patrick Mahomes been as much as since falling simply in need of his third-straight Tremendous Bowl title in February? Simply chilling with Coors Gentle and letting it go to his head.
In a brand new marketing campaign developed with artistic companions Mischief @ No Mounted Deal with, Coors Gentle has designed a full-body cold-plunge ice tub—The Patrick Plunge—that makes its debut on July 19 at KC Reside! leisure heart in Kansas Metropolis’s Energy and Gentle District, about eight miles from the Kansas Metropolis Chiefs’ dwelling at Arrowhead Stadium. The model is permitting 60 followers to make the leap with a $15 donation to Mahomes’ kids’s charity: The 15 and the Mahomies Basis.
For individuals who aren’t making the journey out to Kansas Metropolis, Coors Gentle can also be promoting 45 mini Patrick Plunges—mainly mugs formed like Mahomes’ head—for $40 apiece at Store.CoorsLight.com beginning on July 15. These proceeds additionally profit the 15 and the Mahomies Basis.
Mahomes is in his fourth yr as a Coors Gentle endorser and hasn’t precisely had a whole lot of time to relax with the model, given the calls for of his advertising and marketing portfolio. A face for State Farm, Adidas, Doritos, T-Cellular, Subway, and Invisalign, Mahomes has beforehand made time to work with Coors Gentle and Mischief @ No Mounted Deal with to do an end-around of NFL beer endorsement guidelines by promoting flashlights and burying a industrial in a time capsule till his retirement.
However there’s a standard thread operating by way of Coors Gentle and Mahomes’ different model companions that retains him coming again.
“Authenticity, at first,” Mahomes instructed ADWEEK’s Invoice Bradley earlier this yr. “Additionally, if it’s a model or product that I already use and have a reference to outdoors of soccer.”
The newest Mahomes installment joins Coors simply because it will increase its presence inside Nationwide Soccer League broadcasts. After Anheuser-Busch InBev declined alcohol-category Tremendous Bowl advert exclusivity in 2023—ending the benefit it held since 1989—Coors Gentle mum or dad firm Molson Coors made area for its Miller Lite and Blue Moon manufacturers that yr earlier than utilizing Tremendous Bowl adverts that includes L.L. Cool J, Lainey Wilson, and a military of sloths to make the NFL synonymous with Coors Gentle’s “chill” advertising and marketing method and its latest “Case of the Mondays” theme.
“We actually imagine within the thought itself,” Marcelo Pascoa, vp of selling for Coors manufacturers, mentioned of the “Case of the Mondays” technique. “When the concept was introduced to us, one of many the reason why we fell in love with it’s that it truly is a common perception.”
