So I had no idea NFL players could not do individual deals for one of the most lucrative categories in the business…alcohol. So kudos to Coors Light for finding a way…kinda…to get an all star endorsement without the actual endorsement, and using ingenuity and humor to cut through the clutter.
The digital campaign has Patrick Mahomes promoting not Coors Light but The Coors Light…an ice cold flashlight that you can actually buy. The video is here, and the “flashlight” sold out in hours, with the proceeds going to Mahomes charity.
Now you have to find the right athlete at the right time and be able to skirt the rules just enough, but when you do, what a great way to generate buzz for the offseason.
