Coors Light Solves Big Game Hosting Challenges with ‘Home DeCoors’ Collection

Ahead of the Big Game, Coors Light has produced a solution for party hosts struggling to provide enough seats for guests with the launch of a new, limited-time collection. Named ‘Home DeCoors’, and created in partnership with Wasserman, this 24-piece furniture set is entirely made of cases of beer.

Crafted in response to the insights that 63% of Canadians admit to sitting on the floor or a makeshift seat at least once during Big Game parties, and that a third of hosts wish they had more seating options or surfaces for food and drinks, the brand’s solution is all about maximising product efficiency. Available now in everything from six to 60-packs at HomeDeCoors.com, this fresh take on home décor turns thinking outside of the box to sitting on a box.

“[These] insights sparked more than a seating solution – it inspired a brand idea and naming convention only Coors Light could own,” explains Michelle Sowinski, senior marketing director at Coors Light. “‘Home DeCoors’ reimagines cases of Coors Light as functional watch-party furniture, turning a real hosting problem into a playful, unmistakably ownable idea. [It’s] the perfect intersection of our fun and cheeky tone, and a real solution for our consumers who just want to sit back, chill out and enjoy the game.

“Our goal was to make sure Coors Light’s an essential part of every Big Game party,” adds Logan Broger, creative director at Wasserman. “From our personal experiences, Big Game parties come with lots of problems: finding a place to sit, people blocking your view of the TV, and never having enough beer for everyone (just to name a few). We solved every single issue we could think of with one thing the brand already has: cases of Coors Light.”

Rolling out as a 360-degree campaign, beginning with wrapped trucks in Toronto featuring humorous URLs teasing the work, this endeavour will live across multiple platforms, ranging from digital out-of-home to various platforms like YouTube, TSN, and DAZN.

However, to better help Canadians visualise this new offering, the brand is also showcasing the collection at Toronto’s Interior Design Show (IDS) until January 25th, with a booth designed by popular Canadian DIY/interior design duo, The Sorry Girls. Presented as a fully-styled living room experience, the setup will serve as further inspiration for potential Big Game hosts, whilst giving viewers a chance to see which beer case furniture pieces might look best in their own homes.

“We knew the ‘Home DeCoors’ collection would be one of the most unexpected surprises at the show,” says Michelle. “The installation blends a mix of classic and vintage pieces to showcase how ‘Home DeCoors’ can easily shapeshift into seats, tables, ottomans, and more, just in time for the Big Game.”

The Spirit of the Big Game

Much of Coors Light’s approach was not only inspired by the success of its Big Game campaign in 2025, but the desire to freshen things up while connecting with consumers in meaningful fashion.

With that in mind, the brand felt that tapping into the relatable moment of being at a party and watching space finally run out was the perfect way to remind fans what really matters at Big Game gatherings: as Michelle puts it, “friends, football, and a Coors Light”.

“For Coors Light, success comes from being part of that entire journey,” she continues. “And while a great ad can drive awareness, ‘Home DeCoors’ is about building a magnetic campaign – one that sparks emotion, lives in culture, and extends well beyond the final whistle.”

Critical in achieving this were the efforts of both Wasserman and The Sorry Girls. Responsible for elevating the campaign beyond a “limited-edition release”, their combined inputs, Michelle notes, helped transform this initiative into something capable of supporting Coors Light’s broader ambition to be part of various social occasions in unexpected fashion.

“Wasserman took the brief and turned it into a campaign that was magnetic and unexpected,” she says, speaking on the former. “As an agency that specialises in sports, music, and entertainment, the team was able to leverage their expertise for a moment like the Big Game that intersects with all three. And, as a long-time champion of the brand, we were confident Wasserman could deliver an idea that was both entertaining and impactful, while authentically connecting Coors Light to fans on one of the biggest sporting events
of the year.”

While the latter’s work is only just being unveiled publicly, the senior marketing director is eager to see how attendees at the IDS respond to the duo’s creation. Extending praise, Michelle emphasises that their efforts struck a difficult yet thoughtful balance between the campaign’s cheeky and lighthearted tone, and being a functional design statement.

“Our collaboration with The Sorry Girls was the final piece that helped bring this campaign to life,” she adds. “As a duo known for their clever builds and elevated aesthetic, they brought their effortless style and practical creativity to the space, seamlessly transforming ‘Home DeCoors’ into standout pieces that also work for a real Big Game watch party.”

With a few more weeks until kickoff, it’s yet to be seen just how many people add pieces from ‘Home DeCoors’ into their guest-hosting setups for the Big Game. However, already, this campaign is something that the team at Coors Light is immensely proud of, especially for how it transformed a genuine consumer pain point into an on-tone, product-centred result.

“By reimagining a familiar household item through a Coors Light lens, we unlocked an idea that naturally – and powerfully – expanded into a full‐funnel ecosystem,” she concludes. “The Big Game is about more than a single broadcast moment; it’s in the planning, the hosting, the connecting with friends, and we wanted to show how Coors Light is there in all those moments.”