Coors Light - Coors Lights Out (case study)

Coors Light has transformed a viral baseball moment into a commemorative keepsake. In a collaboration with Rethink, Coors Light has seized upon a viral baseball incident involving Angels player Shohei Ohtani at Citi Field. After Ohtani inadvertently damaged a billboard featuring a Coors Light advertisement during a game, Coors Light has responded to fan enthusiasm by introducing a special commemorative can inspired by the event. The design of the commemorative can pays homage to the damaged LED screen, incorporating a distinctive black square representing the dead pixels caused by the impact.

Available for purchase at $17 for consumers aged 21 and above, the limited-edition commemorative cans offer fans a tangible piece of baseball history to cherish. Quantities are strictly limited, adding to the exclusivity and appeal of this unique collector's item.

But Coors Light's engagement with the viral moment didn't stop there. The brand has swiftly capitalized on the momentum, ensuring that Angels fans can relive the excitement firsthand at the team's first home game back in Southern California. Coors Light has adorned the stadium with beverage wraps and signage replicating the damaged billboard from the memorable Angels-Mets encounter, further immersing fans in the thrill of the moment.

With its innovative approach to fan engagement and quick response to viral events, Coors Light continues to demonstrate its commitment to enhancing the fan experience both on and off the field.

AWARDS
D&AD 2024
- Gold and Silver in Media
- Gold in Press & Outdoor
- Silver and Bronze in Digital & Social
- Silver in PR

One Show 2024
- Out of Home Grand Prix
- Gold in Out of Home
- Gold in Print & Promotional
- Gold, Silver, Bronze in Social Media
- Silver in Direct Marketing
- Bronze in Experiential & Immersive
- Bronze in Public Relations

ADC Awards 2024
- 2 Gold, 2 Silver in Advertising
- Bronze in Packaging Design

Clio Awards 2024
- Out Of Home Grand Clio
- 1 Gold in Direct
- 1 Gold in Integrated
- 1 Silver in Experience and Activation
- 1 Silver in Social Media
- 1 Bronze in Experience and Activation

The ANDY Awards 2024
- Gold Bravery
- Gold Craft

CREDITS
Advertiser: Coors Light, Toronto.
Chief Marketing Officer: Sofia Colucci.
VP of Marketing: Marcelo Pascoa.
Sr. Marketing Manager: Eric Kouri.
Associate Marketing Manager: Saron Strait.
Director of PR: Maya McDonald.
Field Marketing Manager: Allie Mason.

Advertising Agency: Rethink, Toronto, Montreal, Vancouver.
Managing Partner, Chief Creative Officer: Aaron Starkman.
Chief Creative Officer: Mike Dubrick.
Chief Creative Officer: Daniel Lobaton.
Chief Strategy Officer: Sean McDonald.
Executive Creative Director: Xavier Blais.
Creative Director: Yusong Zhang.
Associate Creative Director / Art Director: Nick Noh.
Associate Creative Director / Copywriter: Jordan Darnbrough.
Producer: Kate A. Spencer.
Integrated Producer: AJ Merrick.
Studio Artist: Todd Bennett.
PR Lead: Meredith Montgomery.
Public Relations Account Director in Strategy: Sara Lemmermeyer.
PR Intern: Marta Miklas.
Account Director: Samantha Miller.
Account Director: Meaghan Daly.
Account Director: Isaac Reynoso.
Managing Director: Marie Lunny.
Account Manager: Dishant Verma.

Production Company: Mt Vernon Production Company, New York.
Executive Producer: Ken Franchi.
Motion Camera: Sean Teegarden.
Motion Camera: Chad Sano.
Still Camera: Christian Hoover Thompson.
DIT: CJ Miller.
Audio: Erik Clabeaux.
Production Assistant: Eric Ellis.
Production Assistant: Darian Grey.
Production Assistant: Kaylor Myers.

Printing Company: Canworks Printing, Austin.

Printing: BluEdge, New York.

Sr. Director, Partnership Services: Bobby Kowan, Angels Baseball.

[indyschon]

The Paint It, Black song as background music is on point.

[andricrypto]

The person who came up with this idea is a genius, bravo 👏

[roninbranding]

"My take” & “Why I love it” are because they harness my core belief and operating principle for life and business - the problem is the opportunity.

Where everyone else would see the “oh great, now I need to deal with one more thing to fix… or why me” mentality, it’s energizing to see someone jump on to “this problem and view it as an opportunity!”

The execution that followed was brilliant!

[redkeymotion]

And it makes perfect sense "Paint it black" and a burnt black dot on the panel. Wonderful!

[Chance_Henderson]

This video is CRAZY😂😂, congrats Coors

[MetalMonkey-evjq]

WORD... the OTHANI effect!!!! Besides being the GOAT, the man is a marketing genius. He has the MIDAS TOUCH... Touche👍

[TinSolares]

Everything is confusing or rare is this beautiful sports game, the recommendation is simple....( The right team is a player whit natural energy, is honest and smart, and alot faithful and Paz and friendly team. That is for surely...att. JVS✌️

[haramirez]

If it wasn’t for the music I don’t think it would have stood out as much as it did. Still tho good job Coors!

[wasouthwood]

I’m a bit confused - this is over a year old. I think it’s an interesting campaign - but I don’t remember seeing anything about this a year ago when this campaign happened. Why are we seeing this now?

[abbygailesantos]

I'm concerned about the Accounts person, Agency and suppliers. How much was the rush surcharge?

[weaesq]

Did they get permission to use Ohtani in their advertisements? Did they get permission to use Paint it Black? How many are taking permanent markers to a coors light can and painting it with a black square?