“Coors Light Coors Light”
Football fans everywhere love Coors Light. However without an official NFL partnership, Coors Light often finds it nearly impoossible to get in on the action their fans care about most. When Steelers quarterback Russell Wilson yelled out “Coors Light Coors Light” as a play call (that got them a first down btw)— a few select people at Droga5 jumped into action to capitalize on the moment.
Within 24 hours, myself and a few creatives created a design for a double-printed logo can with “Coors Light Coors Light” on it to honor the call. We comped it up for social and the Coors Light shared it on their Instagram the very next day.
But it didn’t stop there. We engaged with the Steelers fanbase offering them beer for sharing content of themselves making the “Coors Light Coors Light” call. And advised the Coors Light production team on how best to re-skin their “Glitch” ad set to run the following week, to include the “CL CL” call. Come the following Monday night game, Coors Light officially launched the “Coors Light Coors Light” commemorative can for fans to buy on their website, while football fans nationwide watched the new Coors Light spot featuring the call and the new double can.
The campaign generated over 170 million impressions, while the commemorative cans continued to sell.
Creative Directors: Giancarlo Rodas, Tres Colacion
Creative Team: Jared Schermer, Charlotte Simons
Account + Strategy: Camille Gray, Stefane Scalzoni Rosa, Guillermo Betancourt Ruesta
PRESS: The Sports Rush / AdAge / Sports Business Journal / Audacy / Campaign Brief / Trend Hunter / Steelers Now / Steelers Depot
