Learn how marketers can unlock the power of Audio to drive impact at Adweek Crack the Code: Audio's Next Play, October 5. Register for free.
There is a longstanding, well known policy in the NFL that forbids players from endorsing alcohol products. So why has beer industry tentpole Coors Light partnered with Kansas City Chiefs quarterback Patrick Mahomes for its newest ad?
Because they aren’t trying to sell you beer. Instead, they’re selling flashlights. Sturdy, Rocky Mountain-cold flashlights.
The brand collaborated with Mischief @ No Fixed Address and Mahomes for a campaign that carefully skirts around NFL restrictions to showcase the limited-edition Coors Light, a branded flashlight that is most definitely not a beer.
Directed by Pete Marquis and produced by Strike Anywhere, the minute-long spot meticulously describes the flashlight as 12 or 16 fluid ounces of quality hard steel and “perfect for camping trips or those warm summer nights spent with great friends.”
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in