Coors Light - Coors Lights Out
Coors Light approached Rethink. The client wanted to capitalize on a viral baseball moment where Shohei Ohtani damaged their billboard. The challenge was to transform this unexpected incident into a unique marketing opportunity, engaging baseball fans and generating significant buzz. They needed a creative way to turn a "mistake" into a memorable, collectible brand experience, reinforcing Coors Light's connection to sports culture and fan enthusiasm.
Creative Idea
Coors Light turned Ohtani's billboard damage into limited-edition commemorative beer cans.
Coors Light turned a viral moment when baseball player Shohei Ohtani accidentally damaged their billboard into a unique marketing opportunity by creating a limited-edition commemorative beer can that featured the damaged billboard's black pixels, allowing fans to own a piece of unexpected baseball history.
Creative Strategy Deconstructed
Company
Coors Light possessed the operational agility and manufacturing flexibility to pivot production from standard labels to a custom, commemorative design almost instantly. Their established presence in MLB stadiums allowed for rapid physical deployment of 'damaged' assets across signage and beverage wraps.
Category
The sports beverage category typically relies on polished, pre-approved sponsorship assets and rigid seasonal campaigns. Most brands view accidental property damage as a liability to be fixed or ignored rather than a creative opportunity to be celebrated.
Customer
Baseball enthusiasts and Shohei Ohtani fans seek tangible connections to viral 'you had to be there' moments. They value brands that demonstrate a sense of humor and offer exclusive, limited-run collectibles that capture the unscripted magic of the game.
Culture
The 'Ohtani effect' drives global social media trends, where every action of the superstar becomes instant news. Modern digital culture rewards brands that react authentically and humorously to organic, unscripted events in real-time.
Company
Coors Light possessed the operational agility and manufacturing flexibility to pivot production from standard labels to a custom, commemorative design almost instantly. Their established presence in MLB stadiums allowed for rapid physical deployment of 'damaged' assets across signage and beverage wraps.
Category
The sports beverage category typically relies on polished, pre-approved sponsorship assets and rigid seasonal campaigns. Most brands view accidental property damage as a liability to be fixed or ignored rather than a creative opportunity to be celebrated.
Strategy:
Monetize unscripted viral mishaps as limited-edition collectibles to position the brand at the heart of fan culture.
Customer
Baseball enthusiasts and Shohei Ohtani fans seek tangible connections to viral 'you had to be there' moments. They value brands that demonstrate a sense of humor and offer exclusive, limited-run collectibles that capture the unscripted magic of the game.
Culture
The 'Ohtani effect' drives global social media trends, where every action of the superstar becomes instant news. Modern digital culture rewards brands that react authentically and humorously to organic, unscripted events in real-time.
Strategy:
Monetize unscripted viral mishaps as limited-edition collectibles to position the brand at the heart of fan culture.
Strategy Technique
Hijack a Moment
Coors Light swiftly capitalized on a viral baseball incident involving Shohei Ohtani. They turned an unexpected moment into a unique, timely marketing opportunity.
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Creative Technique
Turn Failure into Success
Coors Light transformed an accidental damaged billboard into a limited-edition collectible. This turned an unexpected "mistake" into a unique, buzz-generating marketing success.
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