Inspired by the cardboard beds at the 2024 Olympics, Coors Light saw an opportunity to elevate relaxation for fans. The idea was to create the Chill Bed from Coors Light 30-pack containers, offering Olympic-level comfort with a built-in can dispenser. The campaign featured teaser videos, influencer how-tos, and giveaways. Winners received an Ikea-style flat-pack Chill Bed for easy home assembly, driving engagement through social media with #CoorsChillBed.