Coors Light, owned by Molson Coors, launched “Chill Harder Pays Harder,” a program that will reward over 5,000 consumers with prize money for replicating the brand’s Chill Harder logo in creative ways ...

In order to do so, Coors Light is asking drinkers to copy the Coors Light Chill Harder logo by “carving” it into their life — such as into a pumpkin, or in other ways such as by painting the ...

Instead of buying traditional ads, Coors Light will pay its biggest fans to create and showcase the brand's Chill Harder logo. How does it work? Coors Light will pay more than 5,000 drinkers to do ...