Coors • Coors Light • Molson Coors “Coors Lights Out” (Case Study)
In an ingenious move, Coors Light has transformed a viral baseball moment into a cherished keepsake, winning the 2024 Clio Grand Award in the process. The “Coors Lights Out” campaign, created in collaboration with the ad agency Rethink, capitalized on an unforgettable incident involving Angels player Shohei Ohtani at Citi Field. During a game, Ohtani accidentally damaged a billboard featuring a Coors Light advertisement, sparking a wave of fan excitement. Coors Light seized this opportunity to engage with its audience by introducing a special commemorative can inspired by the event.
The design of the limited-edition can pays tribute to the damaged LED screen, incorporating a unique black square representing the dead pixels caused by Ohtani’s impact. This clever design element not only memorializes the event but also adds a distinctive feature to the can, making it a desirable collector’s item. Priced at $17, these cans are available to consumers aged 21 and above, with quantities strictly limited to enhance their exclusivity and appeal.
Coors Light’s engagement with the viral moment extended beyond the commemorative cans. The brand ensured that Angels fans could relive the excitement at the team’s first home game back in Southern California. The stadium was adorned with beverage wraps and signage that replicated the damaged billboard from the Angels-Mets encounter, further immersing fans in the thrill of the moment. This innovative approach to fan engagement not only celebrates the memorable event but also reinforces Coors Light’s commitment to enhancing the fan experience both on and off the field.
By swiftly capitalizing on the viral incident, Coors Light demonstrated its ability to connect with fans in a meaningful and memorable way. The “Coors Lights Out” campaign showcases the brand’s quick thinking and creative marketing strategy, turning an unexpected moment into a successful and engaging promotional effort.
This professional campaign, titled “Coors Lights Out,” was published in Canada and the United States in May 2024. It was created for the brands Coors, Coors Light, and Molson Coors by the ad agency Rethink. The campaign spans digital, direct, and OOH (out-of-home) media, and is related to the Alcoholic Drinks and Sports industries.
Coors Light’s innovative approach and quick response to viral events continue to set it apart in the market. By creating a tangible piece of baseball history, the brand not only engages its existing fans but also attracts new ones, enhancing the overall fan experience. The “Coors Lights Out” campaign is a testament to Coors Light’s dedication to creativity and fan engagement, solidifying its position as a leader in both the alcoholic beverage and sports marketing industries.
