Grand LIA
Non-Traditional
| 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:
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.