Community | Buzzworthy Hut! Hut! Hut! High-profile brands in the snack, beverage and music world have collaborated for some innovative merch options. Compiled by Nicole Rollender & John Corrigan 1 Zagwear Partners With Coors Light For Super Bowl Merch Ahead of the 2025 Super Bowl, Zagwear (PPAI 184202, Gold) – the No. 45 distributor in the PPAI 100 – partnered with Coors Light for its “Case of the Mondays” campaign around leaning into the post-game recovery mindset. The New York-based distributor designed viral Super Bowl merch, such as Chill Face Rollers made from actual Coors Light cans and sloth-inspired loungewear sets for the ultimate relaxed vibe. “Legendary brands like Coors Light understand that building a compelling brand narrative extends far beyond a Super Bowl ad,” says Lenny Polakoff, executive vice president and partner of Zagwear. “It’s about seamlessly integrating that story into the consumer experience in ways that ignite conversation and foster engagement. It’s exciting to see branded merchandise recognized as an essential element of that storytelling process.” The Coors Light Chill Face Roller, featured in an Ad Age roundup of unique Super Bowl products, is a refreshing self-care tool “designed to combat even the toughest Case of the Mondays.” A user can insert a 12oz. can of Coors Light into the Chill Roller and then roll the tool on their face for a soothing, cooling effect. Known for its high-profile merch, Zagwear previously partnered with Kraft Heinz’s beloved Jell-O brand to release the Jelly Collection, a line of fun inflatable furniture inspired by the classic Jell-O mold. “Partnering with the world’s best marketers not only pushes our creative limits but also provides us a platform to execute these large-scale promotions,” Polakoff says. Photos courtesy of Coors 52 • APRIL 2025 • PPAI
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