Coors Light created a smart beer tap dubbed 'The Coors Light' that aims to #RefreshTheConversation. At the Super Bowl this year, Bud Light questioned some of the ingredients used in Coors Light beer and Coors Light wants to turn the attention back to beer drinking without obsessing over every ingredient. When The Coors Light beer tap detects Bud Light sharing negative activity on social and broadcast-media channels in real-time, it lights up and shares free Coors Light beer with people in the bar. The smart beer tap will soon be appearing in bars across New York, Philadelphia, Dallas, Omaha and Las Vegas.
Long-standing feuds and rivalries between brands are now being acknowledged in various marketing campaigns by brands with bold, unapologetic spirits that daringly call out the tactics used by their direct competitors.