Coors Light Creates Advent Calendar for March Madness Fans

Your March Madness bracket will inevitably fail you, given there’s only a 1 in 120 billion chance it will remain intact. With that in mind, Coors Light and Mischief created an advent calendar-esque “Countdown to Chill” calendar for college basketball fans.

There are 21 chill items, one for each day of the tournament, including goodies like a “Thanks for Covering Me” chocolate, “A Little Help Please” prayer candle, a tiny violin, an itsy-bitsy vacuum + confetti and a glass slipper charm.

“For college basketball fans, the highly anticipated March tournament is the most wonderful time of the year,” says Katie Feldman Lefsrud, marketing director at Coors Light. “It’s the biggest unofficial multi-week holiday that brings a rollercoaster of emotions as your favorite team either advances to the next round or busts your bracket. We wanted to lean into the holiday season mindset and provide some much-needed chill for fans.”

The calendars were available at Coors Light for $21, but quickly sold out. Promotion includes brand social channels and partners Barstool Sports and Pardon My Take, with additional giveaways like custom Coors Light sneakers.

“This is the biggest unofficial multi-week holiday that brings a rollercoaster of emotions as your favorite team either advances to the next round or busts your bracket,” Feldman Lefsrud tells Muse.