Coors Light: Chill Train Heads to the Super Bowl

Last week, Coors Light announced that for the first time, it will run a bespoke ad during the Canadian broadcast of the Super Bowl. This comes at a time of unprecedented momentum for Coors Light in Canada. The brand is bringing back an icon to star in the ad - everyone’s favourite beer train: the Coors Light Chill Train! The Chill Train is a nostalgic brand icon known for bringing ‘chill’ wherever it goes. It first appeared in 2005 and in the years that followed, including in campaigns like Summer Heat, Chill at Work, and Catch The Train. And after 12 long years away, it’s finally making a triumphant return for the Big Game. Not only will it appear in Coors Light’s ad spot, but it’s also anchoring a fully integrated campaign across experiential, social, digital and retail, inspired by the US campaign. On its ‘journey’ to the Big Game, it will be travelling across North America, leaving a frozen wake for Canadians to experience in-person and online. This will include a local experiential event in Vancouver, Calgary and Toronto kicking off February 1st, coupled with a national consumer contest launching before that on January 28th. The Coors Light Chill Train will be leaving its mark on Canada as it ‘journeys’ to the Big Game in Las Vegas. It will leave its chill tracks and a trail of precious cargo in the form of epic prizes as it departs from stops in Vancouver, Calgary and Toronto.
Here’s how it works:
- Canadians can keep an eye out for the chill tracks in their city to have a chance to win BIG prizes like a Game Day Bundle - a 65" TV and $580 gift card - to deliver the chill to your Super Bowl party, a Coors Light Mini Fridge, or limited edition Chill Train merch.
- No sign of the Chill Train in your city? Not to worry! Eligible Canadians 21 or over can visit here starting January 28th for a chance to win the ultimate grand prize: a trip to the 2025 Big Game event!