Iceman to Canton

Coors Light campaign for NFL coach Tom Flores’ Hall of Fame inclusion.

Creative Strategist, as part of AlmaDDB agency

 

The Challenge

Make the most of Coors Light’s local partnership with the Las Vegas Raiders to match its competitors’ well-funded, national NFL presence.

INSIGHT: A HALL OF FAME SNUB THAT IRKED LOCAL FANS SO MUCH, THEY’D MAKE IT A NATIONAL STORY IF WE GAVE THEM A PLATFORM

Seeking an issue that our local audience would care enough about to make a national story, we found the story of Tom Flores—one of the most accomplished coaches in NFL history who, puzzlingly, had not yet been inducted into the Pro Football Hall of Fame despite 25 years of eligibility. Mr. Flores also happened to be known for a very laid back demeanor so cool, his nickname was “The Iceman”—a perfect fit for a brand that stood for everything Chill.

The Iceman’s snub was grievance that Raider fans shared with Latino NLF fans nationwide (Mr. Flores was the first Latino coach to win a Super Bowl). We also bet that a beer brand inserting itself into the Hall of Fame process would draw headlines and attention from casual fans nationally as well.

IDEA: AN ADVOCACY CAMPAIGN FOR FANS TO PETITION THE HALL FOR THE ICEMAN’S INDUCTION

Including: an online petition, a TV spot that ran during the 2021 NFL playoffs, and a special limited-edition can with Coors Light’s statement of support. Beyond that, we executed two out of home stunts in Canton, OH (the home of The Hall): an LED truck featuring fan tweets in support of Flores, and a publicly exhibited Iceman “Ice Bust” sculpture.

 

CAMPAIGN SUMMARY VIDEO

 

RESULTS

1.1 billion total impressions

Nearly doubled Coors Light’s 2020 national average ad recall, and tripled it among Latinos

75% increase in consideration among 21+ US beer drinkers

Not just because of the campaign, but still: Tom Flores’ 2021 induction into the Hall of Fame

Bronze at the 2021 WARC Global Effectiveness awards

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