Coors Light's’ “Made to Chill” platform has repositioned the brand from a beverage that’s cold to a beer you choose when you need to chill. In an always-on world, sometimes a moment to recharge is all you want. This simple shift has opened up a wealth of new occasions where the brand can play a meaningful role, including helping people cope with Zoom fatigue by “cloning” them so they send their clone to meetings while they chill with a Coors Light.