The archive · Advertising · Marketing decision · 2025–2026
Coors Light fakes a typo in 'Case of the Mondays' — wins One Show 2026 The Indies
Before Super Bowl LIX Coors Light 'misspelled refreshment' in real ads and sold limited Mondays Light packs — then aired a sloth spot.
Coors Light (Molson Coors) · Mischief @ No Fixed Address
What it had to solve
The Monday after the Super Bowl is the year's least motivated workday, and Coors Light's US and Canadian teams wanted their return to the Big Game to feel like part of that shared experience instead of another interruptive ad.
How it works
On January 13, 2025, Coors Light published ads with an obvious typo — 'refershment' — across billboards in Montreal, Toronto and US cities, plus a print placement in Canada's Globe and Mail. Social media quickly mocked the bad English, and the brand answered by thanking everyone for pointing out its mistake.
Typing 'refershment' was the opening move of 'Case of the Mondays'. A brand survey found 60% of Canadians expect to feel a case of the Mondays after the Super Bowl and 28% have actually taken that Monday off work, so Coors Light sold limited-edition Mondays Light 12-packs at retail, ran a contest microsite and launched a merch collection around the idea.
The campaign peaked with a 30-second spot during the first half of Super Bowl LIX on February 9, 2025. Created by Mischief @ No Fixed Address, the film showed sloths living through the dreaded Monday after football season ends — bagging groceries in slow motion and crawling through inboxes — until a pack of Mondays Light turns their day around.
By letting the brand be caught making the typo, Coors Light made itself the joke's subject and stretched one idea across weeks: mistake, limited packaging, merch, and finally the film. The work was named Best of Discipline in The Indies at The One Show 2026.
Why it lands
- It rooted the Super Bowl buy in a real shared feeling — the post-game Monday — instead of a generic big-game boast.
- Making Coors Light the victim of its own typo put the brand inside the joke, so the reveal felt earned rather than staged.
- The typo, limited packaging, merch and sloth film formed one continuous story that ran for weeks around a single Sunday.
- Sloths made the post-game feeling visible and quotable, giving the film a life beyond the broadcast.
What it did
The deliberate mistake became the week's talking point, retail carried the story in limited packs, and the campaign won Best of Discipline in The Indies at The One Show 2026.
What you can take
Big-game marketing can start weeks early on a feeling everyone shares: by making the brand the target of its own typo joke, the Super Bowl spot lands as a payoff, not another celebrity ad.
Since then
The One Show 2026 jury gave Best of Discipline in The Indies to Mischief @ No Fixed Address and MJZ for Case of the Mondays. The campaign became a reference for treating the Monday after the Super Bowl as a moment worth owning, and for structuring a Big Game buy as the capstone of a weeks-long idea rather than the whole investment.
Sources
- Coors Light has a solution for beating the Monday blues
- Ogilvy Singapore wins three Best of Disciplines at The One Show 2026
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