Coors Light has been a football fan-favorite for a long time, but without an official NFL partnership, leveraging this cultural cache was nearly impossible. Then, during a primetime game between the Pittsburgh Steelers and New York Jets, Steelers quarterback Russell Wilson made a play call for the ages: “Coors Light Coors Light,” earning them a first down, a chuckle from the broadcasters, and some online conversation.
The very next day, we designed a double-printed logo can with “Coors Light Coors Light” on it, sharing it on Instagram while offering Pittsburgh fans beer for sharing content of themselves making the “Coors Light Coors Light” call.
