Coors Light is trying to cure your “Case of the Mondays” – and not just with beer.

The company’s 2025 Super Bowl campaign is meant to position the brand as a solution for the inevitable Monday blues to come after the big game. With an eye on postgame recovery, Coors Light partnered with promo distributor Zagwear (asi/365552) to launch a full lineup of “Case of the Mondays” merchandise designed for self-care.

The most viral item from the set was a “Chill Face Roller,” which included a holster for users to insert a cold 12-oz. can of Coors and then roll on their faces to chill their “Case of the Mondays.”

Coors Light also suggests taking a deep breath and repeating, “I don’t have a case of the Mondays” while using the tool – until it’s true.

The Coors Light “Chill Face Roller” originally retailed for $20 on the Coors merch store, but after it sold out is going for up to four times that on eBay.

Apparently, Coors Light fans were inspired by the sentiment – because the face roller sold out in less than 10 minutes upon its launch, says Debbie Gaspar, Zagwear’s director of sales and marketing.

But the rest of the merch collection – primarily cozy loungewear and “Mondays” caps – is still available, including several pieces inspired by sloths, the focus of the Coors Light ad spot that will air during the Super Bowl. The ad features the sloths acting, well, slothlike during the Monday after the game – until they get their hands (paws?) on some cans of Coors Light, which is when they finally can chill.

Coors Light wants football fans to get cozy for their post-Super Bowl recovery with its sloth-inspired merch collection.

The sloth-themed merch selection – which Zagwear also developed – reflects that chill approach with items including a hooded sloth blanket, a neck pillow and a “Mondays Light”-branded bucket hat with a sloth asleep on top of the “M.”

The whole collection, including the face roller, had a rapid turnaround time for production, says Gaspar; everything was developed and delivered in less than five weeks.

“Great merchandise isn’t just an add-on; it’s a powerful storytelling tool that sparks conversation, builds community and extends the brand’s impact far beyond game day,” said Lenny Polakoff, executive vice president and partner at Zagwear. “It’s exciting to see branded products take center stage as an integral part of that narrative.”

Before the merch, though, Coors Light’s Super Bowl campaign kicked off with a print-focused stunt.

In mid-January, Coors Light ran a series of large ads, both in print and in prominent locations like Times Square, that misspelled the word refreshment as “refershment” – prompting the brand to fess up to its own “Case of the Mondays” the following day.

They followed that up with a rebrand of that, turning a case of Coors Light into quite literally a case of the “Mondays,” with limited-edition packaging available for purchase nationwide.

The “Case of the Mondays” campaign also extended into print marketing.

And neither Coors Light nor Zagwear are strangers to quirky merch marketing.

Coors Light has long leaned into football-season stunts, whether that’s a weighted hoodie to relax on game day or the “Coors Light” flashlight to skirt NFL regulations around players endorsing beer. And Zagwear has worked with brands like Kraft Heinz on an “emotional support ketchup bottle” and a home décor JELL-O line.

“Iconic brands like Coors Light understand that a compelling brand story isn’t just about what airs during the Super Bowl,” says Polakoff. “It’s about creating experiences that consumers can engage with in real life.”

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