A ‘Home Run’ Masterclass
In the world of brand marketing, timing, creativity, and relevance are critical. This is one ticks all three and is one of my favourite campaigns to call out whenever I get asked.
Coors Light’s recent campaign at Citi Field, home of the New York Mets, showcased the brand’s ability to turn a home run into marketing gold. During a game, a foul ball hit by Los Angeles Angels star Shohei Ohtani struck a Coors Light digital billboard, resulting in a patch of dead pixels on the screen. Some creative genius at Coors Light saw an opportunity.
Videos of the incident quickly went viral on social media. The brand created a special edition replica can featuring a black square, mimicking the damaged section of the billboard. This commemorative can was marketed as a piece of baseball history, allowing fans to own a part of the viral moment.
The campaign extended beyond the can design. Coors Light also incorporated the black square into drinks wraps and stadium signage during a game at Angel Stadium against the Mets. This consistency in branding, coupled with a nice nod to the event “Hits the spot,” was a nice touch.
Agility in marketing and tying it with creativity is a superpower in marketing. By swiftly reacting to a viral moment and turning it into a tangible product, Coors Light not only engaged its audience but also showcased it’s authenticity and relevance to the wider baseball market.
Commemorative Can Design: A Home Run in Packaging Innovation
Another lovely example of Coors Light’s campaign extension was it’s commemorative can design, celebrating Shohei Ohtani’s foul ball incident. The limited-edition cans, featuring a simple black square design, sold out quickly online. Priced at around £20 or $17, these cans we’re snapped up and sold out almost immediately by fans and collectors.
The design's simplicity and humour were key factors in its success. By embracing a minimalist approach, Coors Light allowed the story behind the design to take centre stage.
Coors Light’s quick thinking and effective execution turned the moment into a memorable marketing home run, showcasing that even simple ideas can have a significant impact when executed well.
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The School Lesson:
These campaigns offer valuable insight for marketers looking to create impactful and engaging campaigns:
React Quickly
The speed at which Coors Light responded to the viral moment was crucial. Being able to act swiftly allows brands to stay relevant and capitalise on the buzz surrounding current events. Ensure your brand has the structure in place to be able to pivot and react. Harder than it sounds, believe me!
Embrace Simplicity
Sometimes, less is more. The black square design was simple yet powerful. Creativity does not always require elaborate or complex visuals.
Consistency is Key
Coors Light ensured that the black square motif was consistently applied across different touchpoints, from cans to stadium signage. This consistency reinforced the campaign’s message and enhanced brand recognition.
Humour and Relatability
By adding a touch of humour to its elements, the brand made its marketing efforts more relatable and enjoyable for baseball fans.
Leverage Social Media
The initial viral video of the foul ball incident spread rapidly on social media, providing a fertile ground for the campaign. They bounced on this opportunity and clung to this virality, extending it with each campaign execution.
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Closing thoughts
Coors Light’s recent marketing campaigns demonstrate the power of reactive marketing and creative thinking. By turning a foul ball incident into a viral moment and creating a clever commemorative can, the brand showcased its ability to engage with its audience in fun and innovative ways.
If you have you have got this far then you’ll agree that this style of campaign serve as a testament to the importance of timing, simplicity, creativity and a heavy dose of going ‘all-in’.
