A characteristically epic swing from Shohei Ohtani on Aug. 26 turned out to be marketing gold for Coors Light, as it broke some signage the brewer was using at a baseball game in New York—and eventually led to a commemorative can.
In the first inning against the Mets that night at Citi Field, the two-way Angels phenom launched a missile down the right field line. He barely missed a home run, and ended up damaging some digital signage that was advertising Coors Light—leaving a black square of dead pixels on the upper left corner of a Coors Light can.
Here’s the play as it happened:
The incident earned the brand some mentions from the broadcast team. (“That Coors is very light now,” joked Ron Darling.) But Coors Light agency Rethink soon sprang into action to extend the moment.
“It all felt too serendipitous to ignore,” Aaron Starkman, chief creative officer at Rethink, told Ad Age. “The odds of one of the greatest baseball players of all time not only hitting a Coors Light ad but hitting it directly on the can was a rare opportunity we knew we had to do something about and work fast.”
The agency shared ideas with the Coors Light brand team that Monday and had this social post up a few hours later:
Fans loved it, so they decided to produce the can for real. They’ve been selling since Tuesday for $17 each at shop.coorslight.com/products/hitsthespot. (As of this writing, there’s still some available.)
Rethink went a step further, extending the campaign to Angel Stadium when the team returned to begin a set again the Orioles this week. The activities there included beverage wraps and a tweak to a high-traffic existing Coors Light billboard outside the stadium to replicate the damaged LED can.
“Coors Light is all about bringing some chill to every environment,” said Starkman. “Even in a moment that seemed the opposite of chill, we love how everyone on the Coors Light and Rethink team embraced the opportunity to celebrate with Angels fans.”
Rethink’s previous stunts for Coors Light include designing a weighted hoodie to relieve your football-watching anxieties.