# Beer-Branded Pet Adoption Ads Coors Light is Covering Dog Adoption Fees for the Month of February By Grace Mahas | Published 2020-02-04 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/dog-adoption-fees References: [youtube](https://www.youtube.com/watch?v=Sf60r8SRETg&has_verified=1) & [youtube](https://www.youtube.com/watch?v=Sf60r8SRETg&has_verified=1) [Coors Light](https://www.trendhunter.com/trends/cheers-to-parenthood) understands the pressures that the upcoming romantic holiday, Valentine's Day, often illicit -- so to help people "pug-get" the stress of February 14th, the beer company is helping people find "fur-ever" love. To help customers find their "pawfect" Valentine, Coors Light will help cover dog adoption fees from February 4 - 21. To be eligible, participants can text “COORS4k9” to 28130 with a picture of their adoption receipt, and Coors Light will cover up to $100 of their fees (up to 1,000 adoptions). Alongside this [dog adoption campaign](https://www.trendhunter.com/trends/barkhaven-pawsitively-in-love), Coors Light also debuted the 'Official Beer of Skipping Cuffing Season' commercial that encourages people to cuddle up with a beer and their [furry friend this Valentine's Day](https://www.trendhunter.com/trends/fur-ever-duo). Image Credit: Coors Light ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 61% | Activity: 63% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### What's Driving This Trend - **Pet Adoption Promotions:** Brands are partnering with animal shelters and covering adoption fees to promote pet adoption and increase pet ownership. - **Valentine's Day Marketing:** Brands are using Valentine's Day as an opportunity to promote their products or services in unique and creative ways. - **Cuffing Season Alternatives:** Brands are challenging the traditional notion of cuffing season by promoting the joys of being single and embracing companionship with pets instead. ### Who This Affects Most - **Alcoholic Beverages:** Alcoholic beverage brands have the opportunity to partner with animal shelters and pet adoption agencies to promote pet adoption while also raising brand awareness. - **Advertising and Marketing:** Advertising and marketing agencies have the opportunity to help brands develop creative promotional campaigns centered around holidays like Valentine's Day to engage their target audience. - **Pet Care:** Pet care companies have the opportunity to collaborate with brands on initiatives that promote pet adoption and responsible pet ownership, benefiting both the pets and their potential owners. ## Related on Trend Hunter - [Dog Rescue-Supporting Beers](https://www.trendhunter.com/trends/american-lager.md) - [Insurance Brand Beers](https://www.trendhunter.com/trends/fetch-pale-ale.md) - [Puppy Dating App Giveaways](https://www.trendhunter.com/trends/puppy-dating-app-giveaways.md) - [Beer-Branded Dog Brackets](https://www.trendhunter.com/trends/busch-light-bark-bracket.md) - [Winter Imagery Beer Packaging](https://www.trendhunter.com/trends/budweiser-holiday-cans.md) - [Parenthood Beer Campaigns](https://www.trendhunter.com/trends/cheers-to-parenthood.md) - [Free Dog Adoption Campaigns](https://www.trendhunter.com/trends/pedigree-for-dc-shelter.md) - [High Stakes Beer Ads](https://www.trendhunter.com/trends/igh-stakes-beer-ad.md) - [Adoptable Cat App Takeovers](https://www.trendhunter.com/trends/date-cats-not-humans.md)