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How did Coors Light use Shohei Ohtani as an advertising model without paying model fees?
August 27, Major League Baseball’s game between the New York Mets and the Los Angeles Angels. Shohei Ohtani, the best superstar in the Major League, who entered the batter’s box as the second batter in the top of the first inning, hit a 141km ball and created a big hit with a batting speed of 173km. Ohtani’s ball unfortunately became a foul outside the pole, but it has attracted more attention than this “bare” hit that will be a home run.
The ball that Ohtani hit directly hit one side of the stadium’s electronic board and broke some of the billboards of the Coors Light beer, and the stadium put up a statement on the electronic board saying, “I will send a bill for breaking the electronic board.”
Coors Light Beer, which hit the billboards, couldn’t get over the situation either. Coors Light covered one side of their product with a black square and uploaded the same look as the product photo on the electronic display. With the phrase HITS THE SPOT
Coors Light didn’t stop there, it designed real beer cans in the same shape and released a limited edition. The limited-edition beer, designed by Ohtani, was sold out on the day of its release.
Using the sports stars of the day as advertising models costs astronomical amounts. But Coors Light did not use Ohtani as a model himself, but he used his buzz effectively. It may have been as effective as using Coors Light and Ohtani as a commercial model, who persistently and humorously used the happening during the baseball game as a marketing strategy.
Ohtani Beer From Coors Light, What Do You Think?
Reference
Foley, Joseph (Ed.). (2023, September 10). Coors Light Hits a Home Run with Hilarious Commemorative Can Design. Retrieved October 4, 2023, from https://www.creativebloq.com/news/coors-light-comemorative-can-ohtani
Thomas, E. (Ed.). (2023, September 12). Signal: Social Media Home Run for Coors Light with ‘Hits the Spot’ Can. Retrieved October 4, 2023, from https://www.packaging-gateway.com/news/signal-social-media-home-run-for-coors-light-with-hits-the-spot-can/
Pessimistic Advertising
Life is Bitter.
Have you ever thought over and over about the new expressions describing our generation in Korea? There are a few; 삼포세대, 흙수저…. The atmosphere that these new expressions implying is almost hopeless. We had our glory and revolutionary developments in 20th, and now scarcely do we have the bright and hopeful minds toward the future, especially the economy. Then how does the advertising go with the tendency and pessimism in nowadays?
As you can find out in some movies or TV series depicting lives in Advertisement industry, 1900s was pretty generous to people who made the advertisement. “What women want” and “Mad man” are the two of the most famous to depict the golden age in Advertisement industry. What is shown in those is the optimism – shiny, upbeat, dazzling. The product assures you the benefit, the benefit is melted in the society of consumerism and materialistic view of the bright world, with the expanding industry and raising incomes. However, people got to see more complicated aspects of the consumerism. They want to define themselves with the products they have, they buy the image, less do they care about the ‘unique selling point’. There is nothing that cannot be copied. The technology, design, and so on. The companies had hard times highlighting their benefits to consumers since they barely have exclusive features. Even those features are somewhat difficult to maintain or assert the future delights and hopes which will follow the act of ‘buying’.
Then, how can we approach the customers without disregarding the prevailing tendency and atmosphere of despairs or hardships? You can take a simple approach – Pessimistic Advertising. Don Draper would be almost terrified to find out the beer ad below by Ogilvy.
Well, not all the products naturally have the characteristic of comforts. Nevertheless, some do have. On the contrary, often beer commercials seem to ensure your better future, however your present is.
The way of storytelling in these two is different. But it stems from the same nature. “The Dark Age”, it is a matter how to see and face what you have in front of you. It could be a financial crisis, an affair of your lover, unemployment, and so many. Now it got harder to depict the reality as a bright and promising one to offer you delights and felicities, we have to take a detour.
The first one by Ogilvy is more blunt, saying that “Life is bitter”. The art of pessimism comes from the bare understanding and admittance of the reality. Your key messages could be “Have fun”, “Elegance”, “Youth”.. and so many other desirable and attractive virtues which are related to the product. However, personally, it seems refreshing and also more convincing when the advertisement doesn’t seem so unrealistic, which means not to deny the current situation or the problems of the target audience. Especially when we feel stagnated in our own lives, it is hardly likely that people would be convinced that one product shown by an advertisement will ensure anything that significant.
Then why don’t the ads stand on the same page with people?
Reference
Ewha [Brand Communication] 