Coor's Light: Iceman to canton

Coors Light, a beer brand, launched a campaign in the US to reach the younger and Latino beer drinkers to drive relevance and sales and pressure the Pro Football Hall of Fame to include Tom Flores.

The Situation

Since giving up its sponsorship as the National Football League's Official Beer a decade earlier, Coors Light has looked for opportunities to leverage Its remaining individual-team alliances with teams like the Las Vegas Raiders to drive...