As the world became more and more unchill, it needed something ice-cold and iconic to crash onto the scene and chill everything out. So we looked to Coors Light’s past and transformed the outdated Silver Bullet into the modern and sleek Chill Train. But this time the train didn’t just deliver ice cold beers to the hot and sweaty, it arrived to chill out tense situations and even cities, evolving how the Chill Train shows up in culture. Even more, the train delivered a dose of nostalgia and introduced a brand legend to a whole new generation.

For the first time in over 30 years, Coors Light had a solo Super Bowl ad so we burst in with something memorable and mountain-cold, bringing back a 50,000-ton legend: The Chill Train. This nostalgic force of refreshment crashed onto the scene to chill out an unchill nation with the greatest beer delivery in history. But we didn’t just bring the train back, we transformed Canadian cities into frozen stops along the train’s journey with the help of a Hollywood fabrican studio. Then, we created the first ad you could book a seat on. Fans had the chance to book their seat on board the Chill Train and with over 400,000 logging on, seats sold out in minutes. Ultimately, 100 lucky passengers got to co-star in their very own version of our commercial. Passengers got talent fees and of course, the ultimate bragging rights on game day.

For 13 years, people have turned to Twitter to call for the return of the Chill Train. And after speaking with over 400 beer drinkers ages 21-75, a whopping 94.8% remembered the train and the overwhelming majority of drinkers expressed wanting to see it on their screens once again. However, our neighbors up North are iced out of Super Bowl commercials and brand activations. So we created an in person experience tailored just for them in cities across the country.

To hype the return of the Chill Train, we had to get our fans on board…literally. To max out anticipation, we first dropped a cryptic social teaser encouraging people to book their seat. Then, we worked with some of the biggest names in entertainment, music and sports to spread the word. Rather than a staggered roll out, we went live immediately with our top tier influencers, inviting their fans to join them on board and book a seat. We even launched a behind-the-scenes post from Grammy winning artist Lainey Wilson, giving everyone a sneak peek at our Big Game ad. Seats sold out in minutes. Finally, on Super Bowl Sunday, we sent our 100 lucky passengers an exclusive video showcasing them sitting next to Coors Light fans and influencers. And of course, the train was driven by the coolest conductor in the game: LL COOL J.

We transformed a beloved brand legend into a first of its kind fan experience. With over 12,000 contest entries, website visits were tripled. Overall, our North American campaign garnered over 8.9 Billion earned media impressions and was featured in over 2.2K media outlets (338 broadcast placements).​​Within earned, Coors Light outperformed competitors in Super Bowl led mentions across Canada, reporting the highest net sentiment of coverage. In the US, Coors Light sales increased by over 12% while Bud Light’s declined by over 27%, and everyone was on board with the train’s triumphant return.