Advent calendars have evolved beyond the confines of Christmas, now offering a delightful countdown to various exciting events throughout the year, as seen in Coors Light's Countdown to Chill Calendar.
Created to support college basketball season and the multi-week tournament it leads up to, this fresh take on an advent calendar shares 21 days of gifts to help fans "keep their chill." This countdown for college basketball fans includes everything from Chill Tea to Press-On Nails to offer some soothing relief during the action.
The Countdown to Chill calendar is a part of the brand's month-long Don't Let Your Bracket Break You campaign. "Between busted brackets, fairytale stories, and game upsets, March is definitely not chill for college basketball fans," says Marcelo Pascoa, Vice President of Marketing at Molson Coors.
Sports Fan Advent Calendars
The Countdown to Chill Calendar Aligns with College Basketball Season
Trend Themes
1. Event-specific Advent Calendars - Innovative advent calendars are now tailored to cater to various exciting events throughout the year beyond just Christmas.
2. Branded Countdown Campaigns - Brands are utilizing countdown campaigns as a way to engage with consumers and build excitement around specific seasons or events.
3. Fan-centric Gift Experiences - Offering specialized gifts through advent calendars creates a unique and personalized experience for passionate fans of specific interests.
Industry Implications
1. Beverage - The beverage industry can explore creating themed advent calendars to bring excitement and engagement around seasonal promotions.
2. Marketing - Marketers can leverage the concept of countdown campaigns to enhance brand visibility and create memorable experiences for consumers.
3. Sports Merchandise - Sports merchandise companies could innovate by launching fan-focused advent calendars with tailored gifts to enhance fan loyalty and engagement.