Coors Light had recently rebranded as the beer “Made To Chill” but still lagged in top-of-mind awareness and immediate consideration among drinkers. To close this gap, the brand aimed to make a national impact during the 2020–21 NFL season, despite only having a local sponsorship with the Las Vegas Raiders. The challenge was to creatively leverage this limited partnership to compete with nationally sponsored beer brands and boost relevance across the country.