Coors Light Created a Special-Edition Beer Can Based on a Viral Moment
Laura McQuarrie — September 8, 2023 — Marketing
References: instagram & designtaxi
Inspired by a viral moment, Coors Light created a special edition beer can that specifically speaks to baseball fans.
Recently, Major League Baseball player Shohei Ohtani made the news when he hit a ball that collided with an LED billboard at the stadium, causing some of the light panels advertising Coors Light to go dark.
In response to requests from fans, the beer brand created a special can with a design that references the blacked-out, missing pixels. At a first glance, the can of Coors Light seems to be the same as usual, except for a cluster of dead pixels on the upper portion of the logo.
Coors Light made the limited-edition product available at Ohtani’s first home game back in Southern California, with signage that intentionally replicated the accidentally destroyed ad.
Recently, Major League Baseball player Shohei Ohtani made the news when he hit a ball that collided with an LED billboard at the stadium, causing some of the light panels advertising Coors Light to go dark.
In response to requests from fans, the beer brand created a special can with a design that references the blacked-out, missing pixels. At a first glance, the can of Coors Light seems to be the same as usual, except for a cluster of dead pixels on the upper portion of the logo.
Coors Light made the limited-edition product available at Ohtani’s first home game back in Southern California, with signage that intentionally replicated the accidentally destroyed ad.
Trend Themes
1. Viral-inspired Special Editions - Brands are creating special edition products that are inspired by viral moments, allowing them to capitalize on current trends and engage with fans.
2. Fan-requested Design Modifications - Companies are responding to fan requests by creating products with design modifications that reference specific moments, creating a sense of exclusivity and connection with their audience.
3. Blending Physical and Digital Experiences - Brands are integrating physical and digital experiences by incorporating elements from viral moments into their product designs, creating a unique and interactive consumer experience.
Industry Implications
1. Beer - The beer industry has the opportunity to create special edition products that appeal to specific consumer interests and capitalize on viral moments, driving engagement and sales.
2. Sports Merchandise - The sports merchandise industry can respond to fan requests by creating design modifications that reference memorable moments, allowing fans to feel a stronger connection to their favorite teams and players.
3. Advertising - The advertising industry has the opportunity to blend physical and digital experiences by incorporating elements from viral moments into campaigns and advertisements, capturing consumer attention and creating a unique brand experience.
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