fbpx

WEIRD MARKETING

Brewer launches beer-flavoured lollipops to keep sports fans relaxed

By our News Team | 2022

An annual basketball tournament in the US gets sports fans hot under the collar. A beer brand has seen an unusual marketing opportunity.

Watching the annual men’s college basketball tournament in the US is apparently so stressful that fans either need to suck on a lollipop or drink a beer.

At least American beer brand Coors Light thinks so. And to help sports lovers deal with the anxiety of the event known commonly as NCAA March Madness, it recently launched beer-flavoured lollipops called ‘Chillollipops’, which will be available until the tournament ends in early April.

According to Coors, basketball fans “could use a little chill” and hence it decided to bring the chill via the Chillollipop, which it describes in a breathless press statement as “refreshing beer-flavoured lollipops”.

Weird Marketing

Photo courtesy of Coors Light

Explaining this slightly unusual brand strategy, the company said it drew inspiration from previous social experiments where lollipops and hard candies (sweets) were distributed to club patrons and bar-goers at the end of the evening to calm them down.

Brand enlists the advice of a professor

As the brand known for its chill ethos, Coors Light enlisted the advice of Manhattan College professor, Donald E. Gibson, Ph.D., who weighed in on the charged state sports fans experience while watching games.

“Emotions are contagious,” said Gibson. “If there are strong emotions around us, it’s very easy to be swept up in them. I believe that something as simple as a lollipop could have a calming influence in an emotionally charged situation.”

The brand hopes the Chillollipop will bring calm to the madness of college basketball.

“March is one of the most stressful times of the year for a college basketball fan,” said Marcelo Pascoa, Vice President of Marketing for the Coors Family of Brands. 

“During all the incredible highs and lows of March basketball, Coors Light is the brand to bring a moment of chill. Whether in the form of a Chillollipop to bring the calm, or a mountain-cold Coors Light to refresh spirits.”

The lollipop, intended for consumers 21+ and crafted to taste similar to Coors Light, does not contain alcohol. But it does have a frothy foam top, similar to the experience of drinking a Coors Light from a pint glass.

Anyone feeling stressed today? Try a lollipop. Beer-flavoured, of course!

Social Media

Social Media

While some legislators want a complete ban on TikTok due to spying concerns, US marketers want to spend more on the platform.

Read More »
Social Media

Social Media

Utah is the first state to heavily curb minors’ access to social media, but others may follow with even stricter laws.

Read More »
Supply Chain

Supply Chain

Businesses can make more accurate predictions about demand, optimise their operations and make better decisions about inventory management.

Read More »
AMC News

AMC News

High-level Chartered Marketer (Africa) programme equips marketers to operate successfully in the continent’s complex and diverse markets.

Read More »
Content Marketing

Content Marketing

Why do some articles captivate readers and encourage them to keep reading, while others make them lose interest after just a few sentences?

Read More »
Digital Marketing

Digital Marketing

Analysis finds social media used by less than 4% of people, while mobile phone connections are equivalent to less than 60% of Malawians.

Read More »
E-commerce

E-commerce

E-commerce giant is yet another tech company that is finding the market increasingly tough. It has already cut 18,000 jobs.

Read More »
Customer Data

Customer Data

Survey finds 60% of marketing leaders believe collecting customer data while balancing privacy and customer value is now more challenging.

Read More »
Consumer Health

Consumer Health

It is not sufficient for consumers to want to decrease sugar intake. Brands should offer appealing products that help reduce consumption.

Read More »