Coors Light leans into Ohtani's moment with damaged digital sign campaign

A swing from Angels P/DH Shohei Ohtani on Aug. 26 against the Mets turned out to be "marketing gold for Coors Light" and eventually led to a commemorative can, according to Tim Nudd of AD AGE. The "missile down the right field line" at Citi Field "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. Following the incident, Coors Light agency Rethink "sprang into action to extend the moment" and "produce the can for real." Coors has been selling the can since Tuesday for $17 each, but Rethink "went a step further," by extending the campaign to Angel Stadium 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" (AD AGE, 9/6).