Coors Light • Coors Lights Out
2023 • DOOH • Alcoholic drinks - beer • Cross-country • Global
Coors Light did 'Coors Lights Out' using a broken ad as an unofficial sports sponsorship strategy.
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The big idea of the Coors Light campaign was to leverage a viral moment involving Shohei Ohtani breaking a Coors Light ad with a foul ball during a baseball game. Instead of fixing the advertising flaw, Coors Light embraced it and turned it into an unofficial sports sponsorship opportunity with the greatest player in baseball history. This unique approach allowed the brand to connect with baseball fans, generate buzz on social media, and create limited edition collectible cans that quickly sold out.
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The challenge of the Coors Light campaign was to connect with the target audience of baseball fans in a meaningful way, despite heavy competition from other brands deeply entrenched in Major League Baseball. The brand needed to find a unique and impactful way to engage fans and create a memorable moment that would resonate with them. Additionally, there was pressure to capitalize quickly on the viral nature of Shohei Ohtani breaking the Coors Light ad and translate that into a successful marketing opportunity.
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The target group of the Coors Light campaign featuring Shohei Ohtani breaking their ad with a foul ball was primarily baseball fans, especially those who are socially connected and value collectible memorabilia related to the sport. The campaign aimed to engage with fans who appreciate unique and viral moments in baseball while also attracting fans who follow and support Shohei Ohtani, one of the most celebrated athletes in the world.
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The Coors Lights Out campaign featuring the special edition cans replicating the moment Shohei Ohtani broke a Coors Light ad with a foul ball was a resounding success. The campaign went viral overnight, generating global attention on social media and garnering coverage in design, lifestyle, and sports outlets worldwide.
Coors Light trended higher than the official beer of baseball, showcasing the campaign's impact. The special edition cans sold out in under 24 hours, with fans adding their black squares to existing cans and merchandise. The broken panel itself became a sought-after piece of baseball memorabilia, being auctioned off to collectors for over $7,000.
Additionally, Coors Light made brand history by bringing the special edition cans to Japan for the first time ever, allowing Ohtani's fans in his home country to participate in the experience.
