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By adding the black pixel onto cans and merchandise, they created an iconic campaign

This moment created a piece of baseball memorabilia, as the billboard itself was auctioned off for over $7,000

This campaign caused sales to soar, causing Coors Light to become one of the most sought after products in Japan.

Audience engagement and sales for the product was higher thsn the official beer of baseball

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Coors Light embraced the moment Shohei Ohtani hit a billbaord during a game, causing one of the pixels to black out.

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Coors Light | Coors Lights Out, Annual ID: OS24_OH000G, Award: Best of Discipline Pencil , Category: Out of Home - Best of Out of Home

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Even though exclusivity was something that made the campaign so special, this might have also deffered some fans or consumers of the product.

Average consumers of the product who do not watch baseball may have been left confused

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Lack of philanthropy

Never collaborated with Shohei directly, meaning he did not make any profits off of the campaign (wouldn't have happened without him)

Little international news coverage of the campaign

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L to R: Clare P., Uma T., Tate J., Spencer G, Ryan T.