Coors Light’s ‘Chill Throne’ Elevates American Football Fans to Royalty

Coors Light will have you feeling like a pro this tailgating season with the introduction of the Coors Light Chill Throne. Football fans across America can now take their rightful seat as game day royalty with the only chair in the game that’s equipped with premium features built to enhance your tailgating experience. 

The creative campaign was led by agency Droga5, part of Accenture Song.

Crafted as the chillest seat for football, the Coors Light Chill Throne is the most epic innovation for game day since cornhole, providing the ultimate off-the-field experience and ensuring a cold Coors Light is always nearby from kickoff to double overtime. 

Premium features include:

- Auto-chilling cup holder that chills your Coors Light to a mountain cold 36 degrees

- Coors Light Can Tap that turns a single can of Coors Light into a draft beer on-demand

- Built-in cooler to chill your friends’ Coors Light, too

- Back massager to work out those pre-game knots and relieve post-game tension

- Bluetooth speakers to get the whole tailgate hyped

- Charging station to keep you at 100%

- Stadium turf footrest for optimal resting performance

- Flag holder so everyone knows who you’re rooting for

- 360° turn radius so you can talk strategy or smack with your whole squad

- And, it’s portable, so you can bring the chill to every tailgate  

On Saturday, September 2nd at 11 AM CT - just in time for the first kickoff - fans can purchase one of eight limited-edition Chill Thrones for $750 at CoorsLightChillThrone.com (No further restock once sold out). 

The Coors Light Chill Throne is just part of the brand’s commitment to making college game day more chill. Throughout the season, Coors Light will showcase robust marketing support, including the brand’s first-ever football-specific packaging on-shelf, a new TVC spot, social and digital support as well as partnerships with ESPN College GameDay, Kirk Herbstreit and Pardon My Take.