Dive Brief: Coors Light, owned by Molson Coors, launched “Chill Harder Pays Harder,” a program that will reward over 5,000 consumers with prize money for replicating the brand’s Chill Harder logo in ...

Coors Light is not the only company in recent memory to debut an alter ego. In October 2024, Goldfish temporarily changed its name to the much more mature “Chilean Sea Bass” to appeal to adults.

CHICAGO, Dec. 9, 2020 /PRNewswire/ -- In a holiday season when nothing feels typical, Coors Light is introducing a festive tradition just for grownups – because, let's be honest, adults deserve ...

Starting on Thursday, Oct. 27 — also known as National American Beer Day — Coors Light is challenging fans to become the “Chill Harder Champ” and win up to $50,000 doing so.