When "Refreshment" Misses the Mark: Lessons from the Coors Beer Ad Typo
Picture this: you're walking down the street, and a massive billboard catches your eye. It’s bold, vibrant, and unmistakably Coors. But then you squint and realize something is...off. The word “Refreshment,” that cornerstone of their branding, is misspelled. Cue the social media frenzy.
Yes, it happened. Coors, the iconic beer brand synonymous with crisp mountain air and cool refreshment, launched an ad campaign that made a small but glaring error. Instead of “Refreshment,” the ad spelled out “Refershment”. Cue the memes, the tweets, and the collective cringe from marketers everywhere. But what came next is where the real story begins.
The Typo Heard ‘Round the World
Mistakes happen. Even the biggest brands aren’t immune to a typo slipping through the cracks. But in the digital age, where a single error can go viral in minutes, how a brand reacts can make or break the situation. Coors chose to lean into the error, turning what could have been a branding nightmare into a golden opportunity.
Their response was swift and self-aware. They acknowledged the mistake on social media with humor, poking fun at themselves while reinforcing their brand's playful, laid-back vibe. They even created limited-edition merch featuring the misspelling, cleverly embracing the blunder as part of their identity—at least for a moment.
But that wasn’t all. Coors also launched a clever tagline that tied into the mishap: "A Case of the Mondays." This phrase, already part of popular culture, became a brilliant way to play on their audience’s shared frustrations with everyday slip-ups. By associating their brand with relatable moments of imperfection, they turned a mistake into a universal nod of understanding—and positioned their beer as the perfect antidote to life’s little errors.
Why Coors’ Recovery Worked
Authenticity Wins
Coors didn’t try to sweep the mistake under the rug. They owned it, showing their audience that even a giant brand can laugh at itself.
Speed Matters
Their quick response ensured they controlled the narrative before it spiraled out of their hands. This kept the tone light and on-brand.
Engagement Over Perfection
By turning the typo into a conversation starter, Coors boosted engagement. Customers weren’t just talking about the mistake—they were sharing it, laughing with the brand, and even buying the quirky merch.
Cultural Resonance
"A Case of the Mondays" connected with audiences on a deeper level. It wasn’t just about the typo; it was about the everyday moments where things go slightly awry—and how beer can make those moments better.
Lessons for Other Brands
Double-Check (and Triple-Check) Your Work
This one’s obvious, but worth repeating. Typos and design errors are easy to miss, especially in fast-paced creative environments. Build in layers of review to catch mistakes before they’re public.
Have a Crisis Plan Ready
Mistakes happen, but panic doesn’t have to. A clear plan for handling errors can save precious time and help your team respond thoughtfully and on-brand.
Know Your Brand Voice
Coors’ ability to pivot relied on their well-established voice. They didn’t need to scramble to figure out how to address their audience—they already knew.
Turn Blunders into Branding Opportunities
When done right, a mistake can become a viral moment that strengthens your connection with your audience. People love brands that don’t take themselves too seriously.
Engage, Don’t Defend
Resist the urge to over-explain or deflect. A simple, lighthearted acknowledgment goes a long way.
The Power of Recovery
What could have been a costly mistake became a masterclass in brand resilience. Coors showed us that perfection isn’t the goal—connection is. Their playful response reminded us that brands are human too (even when they’re massive corporations). And sometimes, the best way to connect is to say, “Oops, our bad,” with a wink and a smile.
So, the next time your creative team is sweating over a potential blunder, take a deep breath. Remember Coors. And maybe, just maybe, consider how a little imperfection could bring your brand a little closer to its audience.
