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Coors Light | Coors Lights Out | 2023
A commemorative can in 48 hours, sold out in 24, beating the official beer with $0 sponsorship / Coors Light "Coors Lights Out"
In August 2023, a foul ball from Shohei Ohtani smashed an LED module on a Coors Light sign at Citi Field. A black dot of missing pixels appeared right above the can. Normally this would end with a quiet "sorry, we'll fix it," but Rethink turned it into a commemorative can recreating that black square — released just 48 hours later. It's reaction marketing at its finest.
