Reclaiming Coors Light's position as the most refreshing beer in Latin America — with a 100% Short Term Incentive score
Alerta developed an original concept and script for the Made To Chill campaign and produced the full shoot in Miami, a city whose energy, diversity, and visual character made it the ideal production base for content designed to resonate across Latin America. We acquired the ri...
The Challenge
Coors Light's core positioning the most refreshing beer is powerful, but positioning needs to be actively reclaimed in competitive markets. In Latin America, where local and regional beer brands fight aggressively for the refreshment category, Coors Light needed a campaign that reasserted its rightful place at the top with confidence, clarity, and creativity that felt genuinely made for the region.
The Solution
Alerta developed an original concept and script for the Made To Chill campaign and produced the full shoot in Miami, a city whose energy, diversity, and visual character made it the ideal production base for content designed to resonate across Latin America. We acquired the rights to "Too Hot" by Kool & The Gang (1979) to anchor the campaign's sound, giving the spots an instantly recognizable energy that matched the brand’s refreshing, laid-back spirit. We delivered 4 digital spots in multiple formats and 1 broadcast spot, with the complete post-production package including color correction, VFX compositing, supers animation, and original audio recording, all from a single integrated production.
The campaign was validated by Kantar with a perfect 100% STI score, 97.1% YouTube completion rate, and significant lifts across every brand KPI, including a 72% lift in the "most refreshing beer" brand attribute that sits at the core of Coors Light's Latin American positioning.
Campaign Content
How We Did It
Original concept built for Latin America
We developed the Made To Chill concept from scratch, not adapted from an existing US campaign, but built specifically to reclaim Coors Light's refreshment positioning in the Latin American market with creative that felt native to the region.
Production in Miami
We produced the full shoot in Miami, leveraging the city's multicultural energy and visual diversity to create content that reads as authentically Latin American while meeting the premium production standards Coors Light demands globally.
Music as brand amplifier
We acquired the rights to "Too Hot" by Kool & The Gang, a track whose energy and cultural familiarity immediately connected the refreshment message to a feeling Latin American consumers recognized and loved.
Kantar validated results
The campaign achieved a perfect 100% STI score from Kantar, with a 97.1% YouTube average completion rate, a +59% purchase-intent lift on Facebook, and a 72% lift in the "most refreshing beer" brand attribute, proving the creative not only looked right but also worked commercially.
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