What has Patrick Mahomes been up to since falling just short of his third-straight Super Bowl title in February? Just chilling with Coors Light and letting it go to his head.
In a new campaign developed with creative partners Mischief @ No Fixed Address, Coors Light has designed a full-body cold-plunge ice bath—The Patrick Plunge—that makes its debut on July 19 at KC Live! entertainment center in Kansas City’s Power and Light District, about eight miles from the Kansas City Chiefs’ home at Arrowhead Stadium. The brand is allowing 60 fans to take the plunge with a $15 donation to Mahomes’ children’s charity: The 15 and the Mahomies Foundation.
For those who aren’t making the trip out to Kansas City, Coors Light is also selling 45 mini Patrick Plunges—basically mugs shaped like Mahomes’ head—for $40 apiece at Shop.CoorsLight.com starting on July 15. Those proceeds also benefit the 15 and the Mahomies Foundation.
Mahomes is in his fourth year as a Coors Light endorser and hasn’t exactly had a lot of time to chill with the brand, given the demands of his marketing portfolio. A face for State Farm, Adidas, Doritos, T-Mobile, Subway, and Invisalign, Mahomes has previously made time to work with Coors Light and Mischief @ No Fixed Address to do an end-around of NFL beer endorsement rules by selling flashlights and burying a commercial in a time capsule until his retirement.
But there’s a common thread running through Coors Light and Mahomes’ other brand partners that keeps him coming back.
“Authenticity, first and foremost,” Mahomes told ADWEEK’s Bill Bradley earlier this year. “Also, if it’s a brand or product that I already use and have a connection with outside of football.”
Coors Light and Mischief @ No Fixed Address continue to play with the NFL
The latest Mahomes installment joins Coors just as it increases its presence within National Football League broadcasts. After Anheuser-Busch InBev declined alcohol-category Super Bowl ad exclusivity in 2023—ending the advantage it held since 1989—Coors Light parent company Molson Coors made space for its Miller Lite and Blue Moon brands that year before using Super Bowl ads featuring L.L. Cool J, Lainey Wilson, and an army of sloths to make the NFL synonymous with Coors Light’s “chill” marketing approach and its recent “Case of the Mondays” theme.
“We really believe in the idea itself,” Marcelo Pascoa, vp of marketing for Coors brands, said of the “Case of the Mondays” strategy. “When the idea was presented to us, one of the reasons why we fell in love with it is that it really is a universal insight.”
Recommended videos