Molson Coors Beverage Co has collaborated with American football player Patrick Mahomes in a US marketing push for Coors Light.
A 60-second spot (below), the airing details of which were not immediately available, sees Mahomes partner with the beer brand for a fourth consecutive year. The tie-up will also feature ‘The Patrick Plunge’ – an ice bath in the shape of Mahomes’ head – that will be on show at the KC Live! entertainment venue in Kansas City on 19 July with a US$15 entry fee, which will go directly to Mahomes’s ’15 and the Mahomies’ charitable foundation.
The activation will also offer 45 beer coolers (named ‘Mini-Patrick Plunges’), on sale at $40, which will also go towards the charity.
Coors Light’s previous partnerships with the Kansas City Chiefs quarterback have included the ‘Coors Light Bear’ ad two years ago and a flashlight dubbed ‘The Coors Light’. Last year, Mahomes also fronted the ‘Coors Light Time Capsule’ commercial.
Earlier this month, Molson Coors launched its latest marketing move in the US for Topo Chico, focusing on the brand’s alcoholic extension.
