Coors Light uses Shohei Ohtani’s shot, which broke some of the brand’s signs during a baseball game in New York, to generate reactive marketing
You know, the Real Time Marketingi.e. “reactive” corporate communication in response to an event that occurred precisely on those days or even at that moment, is increasingly exploited by brands, as it allows them to gain visibility and play with their audience. This same strategy was recently exploited by Coors Light to advertise its products, how? Let’s find out together.
The brand hits the target
On August 26, during the Angels’ Major League Baseball game against the New York Mets, player Shohei Ohtani hit and damaged an LED sign at Mets’ Citi Field. A square of lights went out in the upper left of a can of Coors Light, creating an image that quickly became symbolic as it was shared on social media.
@mlb i forgive you Shohei just don’t do it again #shoheiohtani #mlb #sports #funny ♬ The Rake Hornpipe – Robert Alexander White
The accident was revealed gold for Coors Ligh marketingt who promptly rode the viral moment to produce a commemorative can. The company has, in fact, recovered the image, accompanied by the tagline “Hits the spot”with an unexpected new can design and shared it on X and Instagram, describing the Los Angeles Angels’ Ohtani as “the best player in baseball.”
Looks like we got a new can design thanks to the best player in baseball. Thoughts? pic.twitter.com/L3kUHvdMTc
— Coors Light (@CoorsLight) August 29, 2023
The event absolutely could not be ignored and Aaron Starkman, Chief Creative Officer of Rethink, the brand’s creative agency declares: “The odds that one of the greatest baseball players of all time would not only try his hand at a Coors Light commercial, but do it directly on the can was a rare opportunity that we knew we had to do something about and we had to work quickly”. Thus, given the great success on social media and the requests from various users interested in buying the can, the brand team decided to satisfy the requests of the general public.
You asked for it and now it’s here. Get a piece of Coors Light baseball history with a commemorative replica of the can inspired by one of the world’s biggest baseball superstars. Available now at pic.twitter.com/QM0uwyq5wC
— Coors Light (@CoorsLight) September 5, 2023
The limited edition cans empty from 17 dollars, put online on September 5th, it’s gone exhausted within a few hours. The company saw the potential of a real-world incident going viral online to create a real-world product that, in turn, went viral online, broadening exposure. In short, with this reactive marketing Coors Light has really hit the mark. Indeed: home run.
See you soon!
2023-09-15 12:25:41
#Coors #Light #broken #sign #campaign
