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Entrant: Rethink, Toronto
Brand: Coors Light
Title: "Coors Light's Out"
Corporate Name of Client: Molson Coors Beverage Company
Chief Marketing Officer: Sofia Colucci
Client Company Senior Director, Partnership Services - Angels Baseball: Bobby Kowan
Client Company VP Marketing: Marcelo Pascoa
Client Company Sr. Marketing Manager: Eric Kouri
Client Company Associate Marketing Manager: Saron Strait
Client Company Director of PR: Maya McDonald
Client Company Field Marketing Manager: Allie Mason
PR Company: Phaedon
PR Company Senior Director: Samantha Miller
PR Company Account Director: Meaghan Daly
PR Company Media Relations Lead: Isaac Reynoso
PR Company Associate Director: Jack Satzinger
Agency: Rethink
Global Chief Creative Officer: Aaron Starkman
Chief Creative Officers: Daniel Lobaton/Mike Dubrick
Executive Creative Director: Xavier Blais
Creative Director: Yusong Zhang
Associate Creative Directors: Nick Noh/Jordan Darnbrough
Copywriter: Jordan Darnbrough
Art Director: Nick Noh
Agency Senior Producer: AJ Merrick
Agency Producer: Kate A. Spencer
Agency Chief Strategy Officer: Sean McDonald
Agency Studio Manager / Production Artist: Todd Bennett
Agency Strategic Planner: Marguerite Gaylie
Agency Group Account Director: Marie Lunny
Agency Account Manager: Dishant Verma
Agency PR Lead: Meredith Montgomery
Agency PR Account Director: Sara Lemmermeyer
Agency PR Intern: Marta Miklas
Production Company: Mt Vernon Production Company
Executive Producer: Ken Franchi
Production Assistants: Eric Ellis/Darian Grey/Kaylor Myers
Production Companies Motion Camera: Sean Teegarden/Chad Sano
Production Companies Still Camera: Christian Hoove/Thompson II
Production Company Digital Imaging Technician: CJ Miller
Audio Engineer: Erik Clabeaux
Printing Company: BluEdge, New York

Description:
Over the past 30 years, Coors Light's biggest competitor had spent millions to insert itself into the identity of Major League Baseball and its fans. However, the sport itself is actually the perfect drinking occasion for Coors Light.

Baseball is a slow-paced game, and its spectators often suit the profile of the brand's primary target—those looking for moments to chill, unwind, and get together with close friends. Coors Light's challenge was connecting with this audience, who embodied the brand's values but were already spoken for.

The perfect moment arrived with one swing of a bat. Shohei Ohtani, baseball's greatest player, broke Coors Light's ad with a foul ball during a game, leaving a black square right on the can.

Rather than fix the embarrassing flaw, Coors Light responded quickly, turning the moment into an unofficial sports sponsorship that included a special edition can replicating Ohtani’s broken ad. To promote it, the same black square was added to existing Coors Light ads and screens inside Angel Stadium during a live game. With fans eager to get their hands on it, the can was sold out in 24 hours.

With $0 in sponsorships or endorsements, Coors Light leveraged the star power of baseball’s premier athlete, breaking the mold of sports marketing with one broken ad.