Molson Coors – Coors Light
Coors Lights Out
We broke the mold of sports marketing with one broken ad.
Shohei Ohtani, the world’s greatest baseball player, broke a Coors Light ad with a foul ball during a game, leaving a black square of dead pixels on the can.
Rather than fix the embarrassing flaw, Coors Light embraced it, turning it into an unofficial sports sponsorship that included a special-edition can that replicated the moment. With $0 in sponsorships and player endorsements, Coors Light leveraged the star power of one of the world’s most prominent athletes, all with just one broken ad.
Results & Recognition
Trended higher
than the official beer of MLB
$0
in sponsorships
$0
in player endorsements
