Coors Light Chill Train on track to reach the Super Bowl

Molson Coors is building up to its first ever ad in the Canadian Super Bowl broadcast with the launch of the Coors Light Chill Train as part of its integrated campaign.

The Chill Train is making its way across North America to be in Las Vegas for the Super Bowl, dispensing prizes and limited-edition merchandise in communities along the way.

The Chill Train first appeared in 2005 in campaigns like “Summer Heat,” “Chill at Work,” and “Catch The Train.” Now after 12 years away, it’s returning for the Big Game.

It will be in Coors Light’s ad spot and is anchoring an integrated campaign across experiential, social, digital and retail, inspired by the U.S. campaign. Its journey to the Big Game includes opportunities for Canadians to experience the train in-person and online with local experiential events in Vancouver, Calgary and Toronto kicking off February 1.

A national consumer contest launches January 28 to give Canadians a chance to win prizes such as a Game Day Bundle – a 65″ TV and $580 gift card – a Coors Light Mini Fridge, or limited-edition Chill Train merch.

The agencies behind the Coors Light campaign are Citizen Relations handling PR, creative, strategy and experiential with Volt taking care of social media and Wavemaker in charge of paid media.

By Patti Summerfield

This story originally appeared on Media in Canada.