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Dive Brief:

• Coors Light announced a new campaign, “The Coooors Call,” timed to the World Cup, per details shared with Marketing Dive. The effort connects the vowels in Coors to the elongated “goal” call popularized by sportscaster Andrés Cantor.
• A national 30-second spot by Droga5 celebrates barbeques, watch parties and summer gatherings and will run across TV, digital, retail and out-of-home throughout the soccer tournament.
• The campaign also includes a promotion that asks consumers to submit their own “Coooors Calls” for a chance to win cash and prizes. Along with the World Cup, the campaign arrives ahead of the launch of Coors 0.0%, the brand’s first nonalcoholic brew.

Dive Insight:

Coors Light’s latest campaign revolves around one of the most recognizable sounds in sports: the iconic “gooooal” call popularized during ‘90s World Cups by Cantor. The Argentine sportscaster appears in the campaign’s hero spot, turning “goal” into “Coors” while ordering a beer at a bar. The ad features a variety of similar calls by a fisherman and a wolf, among others.

Along with tapping into the passion of soccer fans ahead of this summer’s World Cup, the campaign looks to set the stage for the release of Coors 0.0%. The beer will launch in select Northeast markets in May, with a nationwide release planned for 2027.

“The Coooors Call is our way of leaning all the way in by extending our name with the most iconic letter in soccer. Heated matches call for cold beers. So between our partnership with Andrés Cantor, limited-edition packaging and Coors 0.0%, we’re not missing a single celebration,” said Sofia Colucci, CMO at Molson Coors Beverage Company, in a statement.

Consumers are encouraged to submit their own elongated calls for a chance to win cash and prizes. In kind, Coors will stretch out its brand name across various channels, including OOH placements in Times Square and tournament host cities including Dallas, Atlanta, Philadelphia and Kansas City. 

The effort will also include in-stadium activations through the brand’s soccer and baseball partnerships; exclusive merchandise drops; soccer-themed packaging and retail displays; and an Uber partnership featuring in-car integrations across all host markets. In addition, the brand will put on an exclusive event with Chelsea Football Club in Chicago, sponsor top soccer podcast Unfiltered Soccer and provide Mountain Cold Match Day activation kits for on-premise drinkers.

While competitor Budweiser is the official beer sponsor of the World Cup, that has not prevented Coors Light or Constellation Brands beer Modelo from tapping into interest into the tournament.

Parent company Molson Coors saw net sales decrease 2.7% in Q4 2025 due to macroeconomic issues that the company will try to overcome by investing in its brands and delivering breakthrough marketing, executives said on an earnings call.