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Beer company Coors Light launched a new initiative built around the call Pittsburgh Steelers quarterback Russell Wilson made in a game last week, which caught the attention of many sports fans.
While facing off against the Jets, the NFL star yelled "Coors Light! Coors Light!" during the third quarter, serveing as a cadence code for one of his plays.
@espn This #Russ audible 😭 (📺 NBC) #russellwilson #nfl #coorslight #funny ♬ original sound - ESPN
Harping on this call, the brand teamed up with agencies Droga5 and Rethink to make a series of topical activations and spots that aim to excite fans in the wake of the season.
The highlight of the activation is a limited-edition "Coors Light! Coors Light!" commemorative can that can be purchased on the company's website.
Adding to the excitement, Coors Light has kicked off a giveaway contest on its Instagram account, offering the first 500 users who re-share their post or share a video making the "Coors Light! Coors Light!" call a chance to win a round of drinks on the beer giant.
In addition to the commemorative can and the giveaway, Coors Light has pulled off a surprise takeover of the stadium signage, debuting fresh out-of-home “Coors Light! Coors Light!” ads.
Lastly, the efforts include a refreshed TV spot that alludes to the call Wilson made during the game.
"When we heard the call last week, we knew we needed to tap out agency partners at Droga5 and Rethink to make out own play," Marcelo Pascoa, vice president of marketing for Coors Family of Brands, told DesignRush.
"From beer on us to commemorative cans, we're giving drinkers chill new ways to celebrate one of the chillest plays in football history."
One way Coors Light stays ahead of the competition is by swiftly jumping on current events that spark discussions among its audience.
This brand marketing strategy keeps the brand not just relevant, but front and center for both sports and beer enthusiasts alike.
'Coors Light Coors Light' Becomes Part of the Action
The 15-second spot, repurposed to reference the "Coors Light Coors Light" call, kicks off at a lively pub, as sports fans tune into a game.
Shortly after, the TV starts to glitch, reflecting dismay at the unexpected disruption among the crowd.
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Suddenly, the iconic Coors Light train crashes through the walls, giving the TV a gentle nudge and bringing the broadcast back on screen.
Relief washes over the fans as they see the broadcast restored, thrilled to catch the match with an ice-cold Coors Light in hand.
The spot wraps up with the catchy "Coors Light Coors Light" call and a flash of the commemorative can on screen.
Earlier this year, Coors Light teamed up with NFL star Patrick Mahomes for a "Time Capsule" commercial.
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