Campaign details
Brand: Coors LightAgency: AlmaCountry: United States
Why is this work relevant for Creative Strategy?
When you want to match your competitors' presence in America's biggest sport, but only have a local activation to compete against their national sponsorship, what do you do?
You turn your local audience's obscure grievances into a national story.
Coors Light did just that by championing Tom Flores. One of the most accomplished coaches in National Football League (NFL) history, Flores had endured two decades of exclusion from the sport's highest honor: The Pro Football Hall of Fame.
By...