Tpyo
Intentional mistakes and the ethics of engagement
Everyone else is, so let’s talk about that Coors Light campaign—the one where they’ve intentionally (yes, intentionally) swapped “refreshment” for “refershment.” If you think that typo was accidental, pause for a second and consider this: Coors knows exactly what they’re doing. Even their response is mega calculated. Acknowledging the “misstep” with some clever, tactical words that tease the next move…we see you, Coors.
It’s not just beer brands. This kind of tactic, a calculated misstep to spark engagement, is a tried-and-true method in advertising, influencer, and small business marketing. Why? Because it works.
Why typos aren’t always typos
In marketing, the goal is often to elicit a reaction, any reaction, and nothing gets people to engage faster than an opportunity to feel superior. A misstep like a misspelled word, a quirky error, or even a controversial post taps into this universal truth: people love to point out mistakes. The Coors “refershment” campaign is a masterclass in this. It makes people stop, look twice, and, drumroll please….comment.
Think about it. Someone sees the ad, furrows their brow, and types out a smug comment: “Umm, Coors, can’t believe I have to say this, it’s refreshment, not refershment. Do better.” That comment? It feeds the algorithm, boosting visibility and encouraging others to jump into the conversation. What started as a “mistake” snowballs into free publicity.
I see influencers on TikTok do this ALL THE TIME. Mispronouncing a word, writing something incorrectly in their caption, saying something slightly off to nab the low hanging fruit of those who cannot help themselves but to comment.
Have you used this tactic?
Here’s where things get interesting. Have you ever used a strategy like this in your own business? Maybe not a typo specifically, but something designed to spark a reaction…something that invites people to engage, even if it’s to correct or criticize?
For example:
Posting a bold or slightly controversial opinion in a LinkedIn post.
Sharing a “bad take” that sparks debate on purpose. Remember the “ick” trend?
These tactics can generate engagement and sometimes even genuine feedback. But here’s the ethical dilemma: are you being transparent, or are you playing your audience?
Where do we draw the line?
Some would say that we always have to play our audience, at least a little.
As small business owners, engagement is crucial. It’s how we grow, get noticed, and stay relevant in a crowded marketplace. But there’s a fine line between sparking authentic conversations and manipulating your audience. The Coors campaign works because it’s playful: it doesn’t hurt anyone, and in the end, it aligns with their brand identity (laid-back, easygoing, and maybe a little cheeky).
But for us little people, the stakes are different. If a tactic feels manipulative or undermines trust, it can backfire. People don’t want to feel tricked. They want to feel included.
Questions to ask before using “Engagement Tactics”
Does it align with my brand values? If you’re using humor or controversy, make sure it feels natural and authentic to your business. People who follow me on TikTok know me as a blunt, quirky, tell-it-like-it-is New Yorker who doesn’t take herself too seriously. I own that personality because it’s me! But if I stepped out of that to do something that didn’t align with that, like say, make an ad for yoga pants, people would instantly know it was an ad and would probably question my legitimacy to that brand.
Am I being transparent? You don’t need to reveal every intention, but you also don’t want to cross into deceptive territory. If I did make that ad, I would feel an obligation to disclose why I was doing it.
Will this add value? Whether it’s a typo, a bold statement, a brand partnership, or a conversation starter, ensure the end goal is to create value for your audience, not just attention for your business.
Lessons from “Refershment”
The Coors campaign is a reminder that marketing doesn’t always have to play it safe. A little cheekiness can go a long way, as long as it’s done in good faith. We can take inspiration from this without crossing ethical lines. Engage your audience, invite them into the conversation, but always aim to build trust, not break it.
Have you ever tried something like this? Whether it’s a small, calculated “oops” or a playful tweak to your messaging, let’s talk about the ethics of engagement. Drop your thoughts below—just don’t correct my typos. 😉
Smart and insightful as always. So important to be intentional and aligned instead of hopping on the wagon with everyone else. Makes all else fall into place.