How Coors Light turned a broken digital ad into a viral sports marketing moment [Video]

When baseball’s golden child Shohei Ohtani knocked out some of the LED lights on a Coors Light stadium ad, the brand leaned into the moment with a nimble strategy – that turned out to be a home run.

Each year, the International Andy Awards, in collaboration with the Advertising Club of New York, present the Brave Brands awards, recognizing companies that have pursued risk-taking initiatives in marketing.

This year, Coors and independent creative agency Rethink are being honored for their success in creating a viral moment at speed – and a new kind of sports sponsorship – all from a broken out-of-home ad.

In the crowded field of sports marketing, brands often spend millions for the chance to stand out. But in the summer of 2023, Coors Light found itself in a unique position: with the opportunity to create an off-the-cuff sports marketing moment that required no paid media spend …

Tags Marketing, Marketing Strategy