Coor Light Promotional Scarves Selling Out

The Coors Light Chill Fanxiety Scarves are red hot.

These promotional scarves from Coors Light are selling out.

The folks at Coors Light have been offering a limited number of scarves for sale on their shop site every day since July 18, and they’ve sold 200 of the scarves so far, says Katie Feldman, marketing director for the brand. “Every day we’ve been dropping a limited number of scarves on our website for fans to get their hands on, and every day they have sold out - some days as quickly as within two minutes,” she says. We are thrilled with how well they are being received.”

“Coors Light is excited to show its support and celebration for the first of its kind tournament between the two rival leagues,” she says.

The Chill Fanxiety Scarves are handmade soccer scarves, but they’re much more than regular scarves. The scarves are elevated with a special cooling technology, as well as a built-in neck massager. They even have beer can pockets to help soccer fans keep their chill “when watching their favorite teams compete,” Feldman says. The scarves, which cost $30 each, and the promotion coincides with Coors Light’s sponsorship as the official beer of the Leagues Cup.

“We knew we wanted to amplify our sponsorship of the Leagues Cup and remind soccer fans that Coors Light is the perfect source of refreshment during the most intense matches,” she says. “It’s no secret that soccer fans are some of the most passionate in the world and games get heated.”

Feldman says that “the term “fanxiety” kept coming up in our conversations, with ‘fanxiety’ being the tension die hard sports fans experience when watching their favorite sports teams play.”

“That insight is what we based our advertising campaign around and the fanxiety scarf came as a natural extension of that,” Feldman says. “With the Chill Fanxiety scarf, you can keep it chill and have Coors Light right at your fingertips, or should we say, pockets, for when fanxiety strikes.”

Alongside the Chill Fanxiety Scarves, the soccer-focused campaign for the brand comes to life in new, creative ad created by modern culture agency Alma, Feldman notes. This is also accompanied by new packaging, onsite activations, official on-premise watch parties at key retail accounts, a full retail program, athlete partners, social media partnerships/content and a consumer sweeps with instant win prizing and a flyaway grand prize to the final game of the tournament.

This particular promotion and campaign is targeting the Latino community especially. “Out of our portolio, we know that Latino drinkers are fans of Coors Light,” Feldman says. “We also know they are wildly passionate about the game of soccer. We’re hoping that our partnership with Leagues Cup will bring the beverages our drinkers know and love to this legendary event they’ll be watching and attending.”

The promotion has been received extremely well, Feldman says. “Soccer is hotter than ever with the first year of the Leagues Cup coinciding with excitement around new star players coming to the U.S., plus other high-profile tournaments for the sport underway,” she says. As fans are enjoying all these games, we are excited to see they’ll be repping the Coors Light Chill Fanxiety scarves.”