5 reasons we kicked off Coors Lights 2025 Super Bowl campaign with a typo [Video]

Marcelo Pascoa, vice-president of marketing at Coors Light, reveals why, with Mischief, he kicked off the brand’s biggest campaign of the year with an embarrassing typo. It was no accident, and it worked.

On Monday, January 13, we ran a series of ads in which we misspelled the word “refreshment.” It was not a good look for the world’s most refreshing beer. Adding insult to injury, the blunder went live in some very public places across North America, including a Times Square billboard and a full-page ad in The New York Times.

The immediate public reaction was a mix of sincere concern and thinly veiled schadenfreude. On social channels, fans were asking if we were OK and volunteering to proofread our future ads.

On LinkedIn, marketing experts flagged the misspelling as a reminder that even big brands are not immune to mistakes – my personal favorite included the hashtag #lesson_in_humility.

Then, in a public apology, we recognized the mistake and thanked those who had brought it to our …

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