Coors Light's Out

Agency: Rethink
Client: Molson Coors Beverage Company

Shohei Ohtani, the greatest player in baseball, broke a Coors Light ad with a foul ball, leaving a black square of dead pixels on the can. Rather than fix the embarrassing flaw, the brand turned the damaged outdoor ad into an entire unofficial sports sponsorship.

In just 48 hours, Coors Light turned the broken ad into a special edition can. The brand then promoted the can with an innovative use of outdoor media, adding the same black square to existing media placements, including local OOH in the Anaheim area. The broken ad was also run during a live game on every screen inside Angel Stadium. With $0 in sponsorships or endorsements, Coors Light leveraged the star power of baseball’s premier athlete thanks to one broken outdoor ad.