Keep Fanxiety Chill
Coors Light is the official sponsor of the Leagues Cup soccer tournament. Over the years we innovated products to help fans deal with the Fanxiety of being a soccer fan. Every one of these products sold out on and earned over 2 billion impressions. Durachill Deodorant
When the game gets heated, fans begin to sweat. Not to mention the tournament is in the summer. So we applied the same color-changing thermachromic ink on our cans to a deodorant we created in partnership with Duradry. When the mountains turn blue, it’s ready to cool your armpits. 
Even Seth Meyers got in on the fun
Fanxiety Scarf
One of them best ways to calm anxiety is to get a neck massage. So we built a neck massager right into something fans already put around their neck: the soccer scarf. It also had neat little pockets for your ice cold beer. 
From early prototypes to seeing the scarf worn in the championship locker room celebration.
Chill Jersey
When the game heats up, fans heat up too. We designed a jersey with bult in thermal sensors that could detect when a fan’s body temperature was rising and then activate a cold plate cooling system inside the jersey to bring that fan back to a chill state. 
