Coors Light has introduced a 21-day advent calendar for March Madness, aiming to provide college basketball fans with a means to stay relaxed during the high-stakes tournament. The calendar includes items like Chill Tea and a “Little Help Please” Candle, intended to offer solace during game upsets and bracket breakdowns. In addition to the calendar, Coors Light is conducting chill giveaways, offering ESPN+ subscriptions, merchandise, and custom sneakers. The initiative reflects the brand's effort to enhance the fan experience during a period known for its unpredictability and intense emotions.