Coors Light tackles soccer ‘fanxiety’ ahead of Leagues Cup with novelty scarf

As the official beer sponsor of the event, the brewer leans on its “Made to Chill” slogan.

While scarves are typically associated with keeping warm, Coors Light is looking to re-purpose the garment this soccer season to help fans relax during some of the more heated moments. The campaign not only builds on the growing popularity of soccer in the U.S., but also the brand’s long-running “Made to Chill” campaign, which is meant to help consumers cool down with Coors Light.

The Chill Fanxiety scarf includes cooling technology, a neck massager and two beer pockets meant to hold bottles of Coors Light. The scarves can be purchased for $30 on the beer’s e-commerce shop. Only 22 will be made available per day from July 18 to August 2, with drops made at 12 p.m. CST. Former MLS MVP Carlos Vela will help to promote the scarf, along with the Leagues Cup, which takes place July 21 to Aug. 19.

Creative agency Alma worked with Coors Light on new creative to pair with the partnership. A 30-second advertisement showcases a fan getting a hot flash while watching a soccer match in a bar, alleviating the tension with a glass of Coors Light.

The Leagues Cup will feature a new World Cup-style tournament inclusive of all 47 MLS and LIGA MX clubs, with each club pausing their regular season to compete in the Confederation of North, Central America and Caribbean Association Football (CONCACAF) competition each summer. This marks the first tournament to feature every club from the top two leagues.

Coors Light has embraced its “Made to Chill” ethos in a variety of ways, from painting roofs to help cool houses to developing a device to help trap mosquitoes. However, the brand has also embraced the slogan when it comes to relaxing anxious sport fans. During March Madness, the brewer released a line of beer-flavored ice pops to help ease the nerves of those watching the tournament.