When Coors Light unveiled a series of ads for “Mondays Light” across Canada that mistakenly spelled “refreshment” as “refershment,” it was clear the beer brand was having its own “case of the Mondays.” While those on social media were quick to point out the blunder, Coors says it was giving a playful nod to the kind of mishaps Mondays are notorious for.

“This morning, we released a series of ads leading up to the big game intended to make Coors Light look even colder, and we’re aware they included a bit of a blunder,” the brand said in a statement to Business Wire on Monday. “In the ads released across Canada and the U.S., there was an unfortunate misspelling of ‘Mountain Cold Refreshment’ as ‘Mountain Cold Refershment.’ Coors Light wants to thank everyone for letting us know about the errors. Mondays, am I right?”

The ad campaign was a part Coors limited-edition “Monday Light” packaging, rolling out to retailers across Canada this month ahead of Super Bowl LIX in New Orleans, Louisiana, on Feb. 9. “Consumers across Canada and the U.S. quickly picked up on the misspelling and engaged with the botched ads on social, and beyond,” Leslie Malcolm, VP of marketing for Canada with the Molson Coors Beverage Company, tells strategy. “The momentum is certainly building, and we’re excited to see fans reactions to our new Mondays Light packaging”

The campaign was informed by a recent survey conducted by Talker Research in partnership with Coors Light, which found that, well, “Mondays suck.” In fact, 60% of Canadians agree they are likely to have their own “Case of the Mondays” after the big game, and more than a quarter (28%) said they have taken the Monday after the Super Bowl off.

“With this campaign, it was important to go beyond just an ad and speak to a universal experience that many of us can relate to – a Case of the Mondays. By delving into consumer insights and focusing on one of the biggest tensions for fans of the Big Game – the Monday after – we were able to create a through-the-line activation to engage consumers and keep them thinking about Coors Light beyond Sunday game night,” Malcolm says.

“And of course, this campaign is different in that it’s only the second year we’ll be bringing the Big Game ad experience to all Canadian fans and not just the U.S, which is a part of our continuing commitment to invest and prioritize the Canadian market – both English and French Canada,” she adds.

Starting this month, Mondays Light 24-packs will roll out at select and participating retailers nationwide, featuring Mondays Light-branded design. Coors Light is also offering eligible 21+ fans across Canada the chance to win a trip for two to the 2026 Super Bowl in California.

Last year, Molson Coors released 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.

In Q1 last year, Molson Coors reported its profit nearly tripled, as it saw a 6.4% spike in ad spend for Q1 to support brands and innovation. The company said at the time its first-quarter net income rose to $207.8 million, from $72.5 million the same period prior, net sales increased 10.7%, and that “significant progress has been achieved amidst industry softness in the U.S. and Canada” in 2024.

In four months, new long-term marketing campaigns launched, starting with Coors Light in Super Bowl, which became the top on premise share gainer stateside, as per Nielsen, the company said in 2024.

“Our first Canadian Super Bowl spot in 2024 surpassed all expectations – the campaign was recognized as one of the most successful PR efforts in Coors Light’s history in Canada, driving an increase in both sales and market share for the brand, and achieving significant earned impressions,” Malcolm says. “From that experience, we were able to see what worked and how we can level up coming into our second year.”

Coors Light is returning to the big game with a new 30-second Canadian spot for both English and French-Canadian audiences. The commercial, developed by Mischief, will air on the CTV, TSN and RDS broadcasts of the Super Bowl.

Mischief @ No Fixed Address led creative and strategy; Spark/Publicis Connect took care of media; Christos Mavridis did production, Molson Coors’ in-house agency Volt Studio led social; Barking Owl did audio; and Zeno Group spearheaded PR/Influencer.