Update: Splashy new Coors Light ad flaunts an obvious typo. Legit error, or by design?
We have an answer!
Note: This story has been updated with a new announcement from the brand
Coors Light on Monday (Jan. 13) unveiled a new ad for the beer brand that promised the beverage — at first glance — would be a little bit different. How about some “Mountain Cold Refershment?”
The ad, released in the runup to NFL’s big game, was crafted to make the beer look even colder to its fans, the brand explained.
They were prominently displayed in New York City’s Times Square, on billboards in Toronto and featured in a full-page spread in The New York Times. But a glaring typo appeared in the ad, which the brand blamed on a case of the Monday blues.

“In the ads that were released everywhere, there was an unfortunate misspelling of ‘Mountain Cold Refreshment’ as ‘Mountain Cold Refershment.’ Coors Light wants to thank everyone for letting us know about the errors. Very chill of you. Mondays, am I right,” Cools light said in a statement on Monday.
As P.T. Barnum is believed to have once said, “There is no such thing as bad publicity.” So was this typo legit, or by design?
Two days later, curious minds on Wednesday received somewhat of an explanation (the company had declined Bagable.com’s earlier request for comment) when Coors Light announced it was temporarily changing its name to “Mondays Light” on limited-time packaging of Coors Light “designed to bring chill to one of the worst Mondays of the year—the day after the Big Game.”
It said the “Mondays Light” 12-pack gimmick will be available at retailers nationwide.
The brand also alluded to the typo incident, saying, “On Monday the 13th, Coors Light experienced its own case of the Mondays when the brand released a series of ads that mistakenly spelled "refreshment" as "refershment," giving a playful nod to the kind of mishaps Mondays are notorious for.”
"Let's face it: the Monday after the Big Game takes 'Case of the Mondays' to a whole new level," Marcelo Pascoa, vice President of marketing at Coors Light, said in a statement. "So, we thought, why not turn that classic 'Case of the Mondays' into a literal case of Coors Light?”