Number 118
Image source: Fox4KC
Coors Light's "Patrick Plunge" Mixes Brand Activation and Charitable Impact
Featured Focus:
Athlete-driven Impact, Partnership for Good,
Innovation
Scope of Impact: Local
Coors Light and Patrick Mahomes bring the audacious "Patrick Plunge" campaign to Kansas City. It merges celebrity, wellness, and philanthropy. Here’s what you should know:
As Cool as Mahomes: The "Patrick Plunge" features a colossal, 5x4-foot cold plunge shaped like Mahomes' head, chilled to 50°F, offering 60 fans a unique, immersive experience in Kansas City for a $15 donation to his foundation.
Product Marketing in Service of Philanthropy: Beyond the main event, "Mini Patrick Plunges"—beer-holding coolers also shaped like Mahomes' head—are available online for $40, with proceeds directly benefiting the "15 and the Mahomies Foundation." This extends the impact, making it accessible.
Coors Light Does It Again: Coors Light has a demonstrated history of innovative and agile marketing. From the Lights Out campaign with Shohei Ohtani to this one with Mahomes, Coors Light knows how to generate buzz, keep true to their brands, all while creating direct charitable contributions.
The "Patrick Plunge" is audacious, leveraging Mahomes' "cool under pressure" persona to create a literal, immersive "chill" moment that resonates deeply with fans. Coors Light has become adept to crafting cultural events designed for virality and engagement.
The integration of Mahomes' "15 and the Mahomies Foundation" elevates the entire initiative, transforming consumer participation, the $15 donation to win one of the 60 spots as well as the beer coozies, into direct philanthropic impact.
In addition to the viral use of a giant replica of Patrick Mahomes’ head, we love the connection to the 3-time Superbowl champions’ routine to make the engagement more personal and bring the fans closer to the star. It showcases how brands can achieve significant commercial objectives while simultaneously driving social good.
While we love the creativity behind this initiative, we wished it went beyond the initial donation and merchandising that will be sold on July 19.
What if there was another level of participation where in addition to literally getting in Mahomes’ head, you would get the opportunity to speak with the quarterback while doing a cold plunge. Think Kevin Hart’s Cold As Balls campaign with Old Spice. If you are a mega fan of the Chiefs’ star, wouldn’t you spend more than $15 to get a chance to pick his brain?
What about partnering with a third organization to produce and sell the tub, with some of the proceeds also going towards Mahomes’ foundation?
With an All Star partnership like this one, we wished the envelope was pushed even further.
From this campaign, we want you to be inspired by its creativity. We wished we were in the room when someone pitched “what about building a tub that looks like Mahomes’ face?” Budget aside, we encourage you to push the boundaries of what’s possible. There is no bad idea. Ultimately, how different this campaign is is why everyone talks about it. Can you do something along the same lines?
