Coors Light, the Official Beer of the Toronto Raptors, is helping fans to chill out and stay relaxed as games become increasingly vital in the closing stages of the NBA season by offering them a limited edition, weighted hoodie through a social contest.
As the NBA regular season reaches a tense close, hoops supporters are too easily swept up in games where every second and every bucket counts and, with the stakes so high, Coors knows some fans need a timeout to chill.
So the Raptors beer sponsor launched a late April initiative, executed in harness with agency Rethink, spearheaded by the launch of what it described as ‘the first ever piece of fan gear specifically designed to maximise chill’.
The 10-lb ‘Coors Light Raptors Weighted Hoodie’ features the same technology as a weighted blanket, an item well known for its calming properties, and suggests fans wear it whilst watching key games so they can chill through buzzer-beating, couch-coaching, high-pressure moments with ease.
The Raptors Weighted Hoodie was introduced via an integrated, digital-first campaign spearheaded by a hero spot deployed across brand and team online platforms from 23 April.
The promotional creative aims to drive fans to visit @coorslightcanada on Facebook and Instagram to be in with a chance to win a jacket (or to purchase while limited quantities last on shipandsip.ca).
“Raptors fans are so passionate about this team, and sometimes the excitement and pressure of the game can be overwhelming,” says Akil Augustine, official host of Jurassic Park for the Toronto Raptors and Spokesperson for Coors Light. “The Raptors Weighted Hoodie can help Toronto fans cool off when we know that the Raptors are facing a new type of adversity and emotions are running high.”
Comment:
In typical NBA seasons it can sometimes seem that there are so many games and so many baskets that any one specific game can, at times, seem like it isn’t all that important. Until it comes down to the crucial games which can mean securing a play-off spot towards the end of the season.
This Coors Light late-season initiative certainly offers a fresh approach to sponsor- and team-branded wearable gear. Even though so many sports fans are still watching games from the warmth and comfort of their own homes.
Amongst agency rethink’s other recent sports marketing campaigns was the NHL 2021 season puck drop ‘It’s Complicated’ campaign in January 2021 which leveraged its sponsorships of the Toronto Maple Leafs, Ottawa Senators and Edmonton Oilers.
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