Ohtani's influence on the Coors Light can design is eminently simple. It's simply the addition of a small black square. But the humourous, and rapid, response from Coors and its advertising agencyThe limited edition $17 empty cans sold out online well before the estimated shipment date.
It shows how quick thinking and execution can allow a brand to tap into, and commemorate, a viral moment. It saw the potential of an incident that happened in the real world and went viral online to create a real-world product which in turn went viral on the net, expanding the exposure.
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