For the past 30 years, Coors Light’s biggest competitor had spent millions embedding itself into the identity of Major League Baseball and its fans. However, baseball is actually the perfect drinking occasion for Coors Light—an easygoing, slow-paced game where fans unwind and chill with friends. The challenge for Coors Light was to authentically connect with this audience, who already had deep brand loyalties elsewhere.

The perfect opportunity arrived with one unexpected swing. During a live game on August 27, 2023, Shohei Ohtani—the greatest baseball player in history—hit a foul ball that struck a Coors Light digital ad, leaving a black square of broken pixels right on the can. The moment went viral on social media and was covered worldwide. Instead of fixing the flaw, Coors Light embraced it, turning an embarrassing accident into an unofficial sports sponsorship with Ohtani.