Launching the number one craft beer in America across Latin America — from the Denver brewery to five markets in three languages
Alerta developed the full campaign with a local and regional mindset simultaneously. Over three weeks of production, we crafted a wide range of assets, from an exclusive look inside the Blue Moon brewery in Denver, Colorado, to high-speed effects captured with a camera robot,...
The Challenge
Molson Coors International needed to launch Blue Moon, the number-one craft beer in America, across 5 Latin American countries on a limited production budget. The challenge was twofold: the international team required full brand consistency, while local teams demanded cultural relevance for each individual market. Introducing a Belgian-style craft beer to new audiences required both visual impact and clear storytelling about its ingredients, origins, and ideal moments for consumption. Getting both right, at scale, across multiple markets simultaneously, was the brief.
The Solution
Alerta developed the full campaign with a local and regional mindset simultaneously. Over three weeks of production, we crafted a wide range of assets, from an exclusive look inside the Blue Moon brewery in Denver, Colorado, to high-speed effects captured with a camera robot, to multiple original animations that introduce audiences to the Blue Moon Perfect Pour ritual. We handled all original scripting in English, Spanish, and Portuguese, produced the full campaign shoot in Bogotá, Colombia, alongside the Denver content, and delivered post-production, animation, photography, VFX, and retail marketing toolkits from a single integrated process. Alerta produced over four times the expected deliverables in a single production: one full year of social content, two comprehensive retail toolkits, and a complete brand playbook for cohesive launch execution across all five countries.
Campaign Content
Static Content · Social & Print
How We Did It
Brewery to market
Denver to Latin America. We gained exclusive access to the Blue Moon brewery in Denver, Colorado, capturing the story of the beer at its source. That authentic origin content became the foundation for introducing the brand to audiences who had never encountered it before, giving the launch credibility and character from the first frame.
Camera robot and High-speed production
We used a robotic camera (Volt) to capture high-speed product and lifestyle footage that met the premium visual standards Blue Moon demanded globally. The technical ambition of the production elevated the work well beyond what the budget would typically allow.
Perfect pour ritual
Original animation. We developed multiple original animations specifically designed to familiarize Latin American audiences with the Blue Moon Perfect Pour ritual, a brand signature that needed to be taught as well as shown. The animations made the ritual accessible, appealing, and memorable.
4X deliverables from one budget
The client expected a standard campaign deliverable package. Alerta delivered four times that: live-action video, animation, static content, photography, retail toolkits, and a full marketing playbook, all from a single integrated three-week production and a single budget. The 2023-24 retail toolkits provided local teams with clear, actionable, and disruptive marketing guidelines to establish a consistent brand presence across the region.
Ready to sell
to a wider America?
Expand to a wider market. We help brands of all sizes take advantage of the bigger opportunity through a bilingual culture-conscious approach. Let’s chat today.
hello@alertacreative.com