- Coors Light reteamed with NFL quarterback Patrick Mahomes for a campaign that toys with league rules about players promoting beer, per details shared with Marketing Dive.
- Mahomes appears in a web-based video about a shoot that is known as off after a closer reading of NFL rules. The brand’s solution is to bury the total industrial in a time capsule, an event that will be livestreamed on June 28.
- Along with the humorous online video and livestream event, the Molson Coors brand will sell a “Redactrick Figurine” that pixelates Mahomes’ identity. The campaign shows how Coors Light continues to search out creative ways to work with certainly one of the NFL’s biggest stars.
For the third yr in a row, Coors Light has found out a creative approach to utilize the recognition of a three-time NFL champion and two-time MVP who isn’t allowed to directly endorse alcoholic beverages while still an energetic player. Previous marketing efforts with Mahomes have punned on the beer’s name, offering consumers a Coors Light flashlight and Coors Bear golf club covers.
This time around, the brand is allegedly filming a whole industrial that will be buried underground in a time capsule to be opened once Mahomes can advertise the beer directly. An online video goes behind the scenes of the campaign shoot, showing the quarterback riding on top of the brand’s iconic silver bullet train, “Mission Impossible”-style, before a crew member stops the filming.
“No player shall be allowed to advertise a beer while they play skilled football, regardless of how cool and high stakes it’s,” the crew member says, reading a parody of NFL rules.
Coors Light will bury the time capsule at an event that will be livestreamed on June 28 at 9 a.m. MT on YouTube and sell pixelated figurines on its online shop, with proceeds going to Mahomes’ 15 and the Mahomies Foundation. The brand guarantees that the capsule will “be unearthed someday in the long run when Patrick Mahomes finally has permission to advertise our beer,” giving the brand a gap if the NFL loosens its rules.
Coors Light continues to grow as Molson Coors increases its marketing spend for its core brand. The silver bullet train appeared in the marketer’s most up-to-date Super Bowl industrial, making a return for the primary time in over a decade. Coors Light saw double-digit brand volume growth in the U.S. in the primary quarter of the yr, per the Molson Coors’ latest earnings report.
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