Dive Brief:

• Coors Light, owned by Molson Coors, wants consumers to chill out bug free this summer with a new mosquito catching “Thirst Trap,” per a press release.
• The limited-edition 3D-printed funnel is intended to attach to a 12-ounce can of Coors Light, with the smell of the beer attracting mosquitoes to the drinker’s dregs, per a blog post. There, they enter the can and stay put, allowing the consumer to enjoy mosquito-free bliss.
• The “Thirst Trap” is the latest in Molson Coors' novelty product push, including Miller Lite “Flavor Drops” and Coors Light flavored lollipops. It also comes as Coors Light looks to position itself as a brand for environmentally conscious consumers.

Dive Insight:

Coors Light wants consumers to be able to enjoy beer in peace with a new device that is intended to lure mosquitoes away from humans and to beer. The product not only follows several product initiatives aimed to strike consumers’ funny bones, but also lends itself to the brands evolving “Made to Chill” message.

The “Thirst Trap” (which is sold out as of publication) retailed for $5. The invention’s name is intended to draw a chuckle, as “thirst traps” usually refer to photos meant to highlight the subject’s looks. Many of Coors Light’s inventions have been pun inspired, including the “Chillollipop,” which was distributed at bars to cool down tense March Madness fans.

“Officially, humans love Coors Light, unofficially, so do mosquitoes. So we're directing mosquitos straight to the source: the remnants of your delicious beer. By doing so, we’re reclaiming outdoor spaces during the best parts of summer,” said Lindsey Wesloski, marketing manager for Coors Light, in the blog post.

The brewer recently unveiled “The Coors Light,” featuring Kansas City Chiefs quarterback Patrick Mahomes. Mahomes, who is unable to actually be in a commercial for Coors Light beer due to NFL agreements with rival Anheuser-Busch, instead promotes a flashlight that looks like a can of the beverage. The humorous advertisement, which reads like a typical beer advertisement, created substantial buzz, with the flashlight selling out quickly.

The brand has always tried to encourage spontaneity, declaring itself the “Official Beer of Everything Unofficial.” In recent months, the brewer, which received a recent bump in its marketing budget, has taken steps to reconcile its laid back attitude with a renewed focus on environmentalism by evolving its “Made to Chill” messaging. Such initiatives include putting greater emphasis on the outdoors and environmentalism. Other environmental initiatives include phasing out plastic rings and installing roof chilling billboards in Miami. While not strictly environmental, the “Thirst Trap” encourages consumers to spend time outside.