With 94% of 21- to 27-year-olds planning to wear comfy clothes (namely sweats) between Dec. 26 and Dec. 31, and more than half of them planning to wear sweats more than five hours a day, Coors Light introduces a holiday onesie, a full-body sweatsuit equipped with a hood, a full-length zipper and two pockets designed to fit cold cans of Coors Light. They’re all about helping drinkers “embrace their post-holiday chill,” says Cat Garabrant, associate marketing manager for the brand.
The program will be supported with a nationwide social media campaign featuring onesie-clad younger legal-age drinkers kicking back with friends and Coors Light.
A limited number of the onesies also will be available at special events at select bars and restaurants in the Northeast U.S. through December.
All proceeds from the sale of the Coors Light onesies will go to the Global Penguin Society, an international nonprofit dedicated to the conservation of the world’s 18 penguin species and their habitats.