Coors Light Turns Viral Baseball Moment into a Collector’s Item
Coors Light has ingeniously transformed a viral baseball moment into a must-have commemorative keepsake. In collaboration with Rethink, the brand seized upon an unexpected incident involving Angels superstar Shohei Ohtani at Citi Field. During a game, Ohtani inadvertently damaged a Coors Light billboard, sending fans into a frenzy. Coors Light responded with a special commemorative can inspired by the event, turning a fleeting moment into a tangible piece of baseball history.
A Commemorative Can Like No Other
The design of this limited-edition can pays homage to the damaged LED screen, featuring a distinctive black square that mimics the dead pixels caused by Ohtani’s powerful hit. Priced at $17 and available to consumers aged 21 and above, these cans are a unique collector’s item, making it a perfect memento for baseball and beer enthusiasts alike. With quantities strictly limited, the exclusivity adds to the appeal, ensuring these cans become a coveted keepsake.
Bringing the Moment to Life
Coors Light didn’t stop at the commemorative cans. They brought the viral moment back to life at the Angels’ first home game in Southern California after the incident. The brand decked out the stadium with beverage wraps and signage replicating the damaged billboard from the memorable Angels-Mets game, immersing fans in the excitement of the moment all over again.
Enhancing the Fan Experience
This clever and swift response showcases Coors Light’s commitment to fan engagement. By capitalizing on a viral event, they’ve not only created a unique product but also enriched the fan experience both on and off the field. Their innovative approach ensures that fans can relive the excitement and hold onto a piece of baseball history.
Conclusion
Coors Light’s commemorative can and stadium takeover are prime examples of how brands can creatively engage with their audience. By turning a viral moment into a cherished collector’s item, Coors Light has solidified its place in the hearts of baseball fans, proving once again that they know how to hit a home run in both marketing and fan experience.
Advertiser: Coors Light, Toronto.
Advertising Agency: Rethink, Toronto, Montreal, Vancouver.