Positioning Coors Original and Coors Banquet as the ultimate beer for relaxing with friends across South America
Alerta developed an original concept and copy for the campaign and produced the full photo shoot in Miami, delivering 28 original photos across campaign and lifestyle contexts, along with 3 OOH executions. Full photo retouching was handled in-house, ensuring every image met th...
The Challenge
Coors Original and Coors Banquet carry the authenticity and heritage of American beer culture. Continuing to build their positioning across South America required content that felt premium, aspirational, and culturally connected to the moments those markets associate with relaxing and enjoying time with friends without losing the brand character that makes both products distinctive.
The Solution
Alerta developed an original concept and copy for the campaign and produced the full photo shoot in Miami, delivering 28 original photos across campaign and lifestyle contexts, along with 3 OOH executions. Full photo retouching was handled in-house, ensuring every image met the premium visual standards both brands demand and gave local market teams a complete asset library to activate across out-of-home, digital, and social channels.
Campaign Content
Static Content · Social & Print
How We Did It
Original concept for two brands
We developed a single creative concept that worked for both Coors Original and Coors Banquet, identifying shared territory between the two brands around the universal moment of relaxing with friends, while preserving what makes each product distinct.
Photography production in Miami
We produced the full shoot in Miami, capturing lifestyle and product imagery designed to resonate with South American audiences. The visual language was warm, social, and aspirational, reflecting how beer fits naturally into the moments that matter most in the region.
OOH built for the market
Three out-of-home executions delivered the campaign into the physical environment of South American markets, extending the brand's presence beyond digital and into the spaces where consumers encounter it every day.
Photo retouching at campaign standard
Every image was retouched in-house to the premium standards both brands require, ensuring consistency across all 28 photos and all three OOH executions without additional production rounds.
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