Coors Light to cover dog adoption fees for Valentine’s Day

'Trade in your awkward date for a new best friend'

Single on Valentine's Day? Sure, you could jump on Tinder and set up a potentially awkward dinner date or chill with some Netflix.

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But Coors Light is betting you'll find some canine companionship -- and maybe a cold brew -- more compatible in the long run.

The brand -- owned by the Molson Coors Brewing Company -- is offering to pay $100 to cover fees for the first 1,000 people who adopt dogs between Feb. 4 and Feb. 21.

“This Valentine's Day, trade-in your awkward date for a new best friend – and the adoption fees are on us!” a tweet from Coors Light said.

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The contest is designed to counter the cultural phenomenon known as “Cuffing Season,” where people strike up relationships during the cold winter months to “stave off the weather-induced blues,” according to a Coors Light statement.

Coors Light is combating "cuffing season" by offering to help 1,000 people pay for their dog adoptions. (Coors Brewing Company)

"Cuffing Season is a major cultural trend and poses tension for our younger drinkers, as they navigate the stress of finding someone to spend the cold months with," said Chelsea Parker, marketing manager at Molson Coors.

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"With almost half of millennials planning to stay in on Valentine's Day, we wanted to help empower people to savor the day with Coors Light and a dog by their side," Parker added.

Contest entrants must be at least 21 years old and have a Venmo account, according to the terms and conditions.

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Residents of California, Louisiana, Pennsylvania, South Dakota, Texas, Virginia and West Virginia are not eligible, the terms said.

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To enter, new pet owners must text the number 28130 with “COORS4k9” and a picture of their adoption receipt, which must include the cost of adoption, the name of the adoption shelter, the location of the shelter, the date of adoption and the animal type.

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