Foo Fighters' Horror Film Comes With a 'Demon-Fighting' Beer From Coors Light

Coors Light hired an ordained minister to bless the mountain water in its limited-editor beer, called Coors Almighty Light, to ensure drinkers don’t get possessed by evil spirits.

The promotion ties in with Studio 666, a full-length horror film by Foo Fighters that drops on Friday. The R-rated flick hypes the band’s 10th studio album, Medicine at Midnight, released a few weeks back.

Frontman Dave Grohl looks pretty scary in the trailer. Around the 1:20 mark, he appears to channel Moe, Curly and Shemp from way beyond the grave:

Nice freak-outs, Dave. Oscar voters, take note.

A project site promises Coors Almighty Light “will shield your soul with every sip” as you watch Studio 666. And the blessing is “non-denominational.” Everyone can bask in the heavenly glow!

Mischief handled creative development, and there’s a contest, too, but only in select states, with 666 24-ounce cans of brew as prizes.

Now, many of Coors’ campaign elements—rock music, horror films, spooky spirituality—recall likeminded efforts from Liquid Death. (The demon-friendly canned water brand isn’t into blessings, but curses flow just fine.)

“This is less about the direction you’re taking it and more about doing something chill for Foo Fighters who are longtime Coors Light drinkers,” a Coors rep said, when asked about the similarities.

Over at LD, co-founder and CEO Mike Cessario seems stoked. “We fully support this idea,” he tells Muse. “If Dave Grohl is possessed by demons, we’d be willing to buy his soul in exchange for a Country Club membership,” which unlocks special invites and branded swag.

How about offering LD merch painted with Grohl’s blood? (C’mon Dave. If Tony Hawk can take it, so can you.)

CREDITS

Agency: Mischief
Co-Founder & CCO – Greg Hahn
Partner and Executive Creative Director – Bianca Guimaraes
Partner and Executive Creative Director – Kevin Mulroy
Sr. Art Director – Tanner Thompson
Sr. Copywriter – Dana Buckhorn
EVP Production – Will Dempster
Producer – Danielle Balanov
Partner and President – Kerry Mckibbin
Group Account Director – Alison Whisenant
Account Supervisor – Sam Crawford
Business Manager – Sultan Khan
Studio – Sheila Jacklin
Jr. Designer – Sabrina Saccente 

Client: Coors Light
Chief Marketing Officer – Michelle St. Jacques 
VP Marketing, Coors, Global & North America – Marcelo Pascoa 
Director of Marketing – Chris Steele 
Senior Marketing Manager – Brittany Lanier 
Public Relations & Marketing Manager – Amber Dutra 
Associate Marketing Manager – Lindsey Wesloski

PR Agency: AMBC
Senior Vice President – Brooke Scher Mogan
Account Supervisor – Erika Berg Henty