Coors Light (Molson Coors) / USA / 2023Retail & Shopper
Lights Out.
When a Shohei Ohtani foul ball knocked out LEDs on a Coors Light stadium ad, the brand put the black square on a limited-edition can.
- Brand
- Coors Light (Molson Coors)
- Agency
- Rethink
- Market
- USA
- Region
- Global
- Year
- 2023
The idea
Coors Light quickly posted a mock-up of a can carrying the dead-pixel square, then used digital printing to produce real commemorative cans and stadium signage recreating the damaged ad. The accident became a collectible and a real-time sports moment.
Results
- The social post passed 1 million views
- The commemorative cans sold out by the next day
Case study source: Activation Ideas Source ↗
