The new campaign The Coooors Call uses one of the most recognizable sounds in sports to connect with fan culture, summer gatherings and the arrival of the brand’s first non-alcoholic beer.
While most brands around the World Cup focus on sponsorships, large-scale productions and visibility during the matches themselves, Coors Light chooses a simpler and culturally recognizable entry point: a sound that has, for decades, become synonymous with football euphoria.
The new campaign The Coooors Call, developed in collaboration with agency Droga5, directly draws on the legendary extended “gooooal” chant popularized during World Cups in the 1990s by Argentine sports commentator Andrés Cantor. Instead of the word “goal,” the campaign now stretches the brand name itself into “Coooors.”
In the central 30-second spot, Andrés Cantor uses his recognizable commentary style while ordering a beer in a bar, with the same principle extending throughout the campaign into different situations and characters. The idea is not tied only to on-field sports action, but to the atmosphere surrounding match viewing, barbecues, watch parties and social gatherings throughout the summer.
The campaign will run across television, digital channels, retail and outdoor formats throughout the tournament, with particularly visible OOH installations in Times Square and host cities such as Dallas, Atlanta, Philadelphia and Kansas City.
Alongside the communication platform itself, Coors Light is also activating a participatory campaign element by inviting consumers to submit their own versions of the “Coooors” chant for a chance to win cash prizes and other rewards. The brand is further expanding the concept through limited-edition packaging, merchandise drops, football-themed retail displays and stadium activations through its existing football and baseball partnerships.
A key part of the strategy also involves the launch of Coors 0.0%, the brand’s first non-alcoholic beer. The product will initially launch in selected northeastern U.S. markets during May, while a broader national rollout is planned for 2027.
As stated by Sofia Colucci, CMO of Molson Coors Beverage Company, the campaign aims to maximize the football moment through recognizable brand identity, limited editions and a new product category.
According to Marketing Dive, the strategy also demonstrates how brands that are not official World Cup sponsors are trying to find their own space within the world’s biggest sports media event. While Budweiser is the tournament’s official beer partner, both Coors Light and Modelo are attempting to capitalize on growing audience interest in football through cultural codes, fan rituals and content capable of living beyond the matches themselves.
For Molson Coors, campaigns like this also carry broader business importance. The company reported a 2.7% decline in net sales in the final quarter of 2025, with management responding by announcing increased investment in brands and marketing capable of delivering visible market impact.
