A Piece of Baseball History From One Broken Ad
MOLSON COORS LIGHT | HITS THE SPOT
After baseball’s greatest player broke a Coors Light ad with a foul ball, the embarrassing flaw was brought to life in the form of a special edition commemorative can and “damaged” out-of-home that turned heads.
My Role
As lead producer at Rethink Toronto, I facilitated production of the commemorative Coors Light cans. I handled the rollout of the rest of the campaign, from “damaged” out-of-home to In-Market capture of all assets.
The Impact
With just one broken ad, we broke the mold of sports marketing. With $0 in sponsorships or player endorsements, Coors Light became the beer of baseball. The viral can became a piece of baseball memorabilia and a global phenomenon. Coors Light was even the most sought-after beer in Japan.
Awards
London International Awards 2024: 6
Strategy Awards: 1
Cannes Lions 2024: 6
Marketing Awards 2024: 4
D&AD 2024: 6
Webbys 2024: 2
Applied Arts 2024: 1
One Show 2024: 10
ADC 2024: 5
CLIOS 2024: 6