Pittsburgh, PA – After Pittsburgh Steelers quarterback made waves last week with his unexpected “Coors Light, Coors Light” call at the line of scrimmage, the beer brand is embracing the moment with a series of exciting fan activations. Coors Light has launched a marketing campaign that brings “chill” to football fans across the city, all centered around the now-famous call.
Special Edition Cans and Fan Giveaways
As part of the campaign, Coors Light is releasing limited-edition commemorative cans featuring the “Coors Light, Coors Light” call. These collectible cans, priced at $19.33 to honor the year the Pittsburgh Steelers were founded, offer fans a chance to make the call themselves.
In addition, Coors Light is giving fans the chance to win free beer through a sweepstakes on Instagram. To enter, fans are encouraged to repost the “Coors Light, Coors Light” image or share a short video of themselves making the iconic call, tagging @CoorsLight and using the hashtags #coorslightcoorslight and #sweepstakes.
New Advertising Push and TV Spot
Coors Light is also taking the campaign to the streets and screens with new advertisements. The brand surprised fans with out-of-home (OOH) advertising outside the stadium, featuring “Coors Light, Coors Light” imagery. Fans also saw a fresh TV commercial debut during the game, which humorously alludes to the quarterback’s memorable play.
Coors Light’s Marketing Strategy
Marcelo Proenca Pascoa, Vice President of Marketing for the Coors Family of Brands, reflected on the inspiration behind the campaign, emphasizing the unexpected connection between football and Coors Light. “We know people love Coors Light, but it’s not exactly common that you see that love used on the football field in a quarterback’s playbook,” he said. “After hearing that call last week, we knew we had to go on the offense with our own team. Fortunately, we have fast, smart partners at Droga5 and Rethink who collaborated together to make the most of the moment and to bring some unexpected chill to Pittsburgh fans near the stadium, on TV, and online.”
Coors Light’s campaign, which seamlessly blends sports and popular culture, is sure to keep fans excited both in Pittsburgh and beyond.
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