Taking the most successful Coors Light campaign in America and making it feel like it was made for Latin America
Alerta was chosen as the agency to adapt the campaign for 10 Latin American countries. We started by developing original executional ideas that were simple, culturally relevant, and filmable in the spirit of the original campaign, finding the Latin American equivalent of each...
The Challenge
The North American agency servicing Coors Light had developed a General Market campaign called "The Official Beer Of..." that was particularly successful. The international team wanted to replicate it across Latin America but recognized that the specific situations and consumption occasions depicted in the US executions would not resonate with regional audiences. What defines "chilling" in North America is deeply cultural, and those exact moments can feel unfamiliar or flat in Latin American markets. Coors Light needed the campaign's spirit preserved while the executions were rebuilt for the culture.
The Solution
Alerta was chosen as the agency to adapt the campaign for 10 Latin American countries. We started by developing original executional ideas that were simple, culturally relevant, and filmable in the spirit of the original campaign, finding the Latin American equivalent of each "chilling" moment rather than translating the US ones directly. Once executions were approved, we focused on casting, tailoring diversity and ethnic representation to each local marketing team's vision. Some talent was more relevant to certain countries, so we paired them with the occasions that would have the most impact in those specific markets. Through constant client-agency collaboration, Alerta produced more than three times the expected deliverables, extending the campaign's reach, localizing its impact, and maintaining full Coors Light brand consistency across all 10 borders.
Campaign Content
How We Did It
Cultural reinterpretation, not translation
We did not translate the US campaign. We rebuilt the executions from the inside out, finding the Latin American version of each "chilling" moment that would make audiences say "that is exactly my life" rather than "that is what Americans do."
Casting for 10 markets simultaneously
Diversity was essential, but ethnic representation was the priority. We worked closely with local marketing teams throughout the casting process, pairing specific talent with the occasions and markets where they would have the most cultural impact.
Production in Santa Marta, Colombia
We shot the full campaign on location in Santa Marta, capturing the energy, warmth, and authenticity of the Latin American lifestyle without forcing it. The production environment itself contributed to the cultural credibility of every execution.
3X deliverables from one brief
The client expected a standard localization package. Alerta delivered three times that: 10 video executions, 7 radio spots, and the full post-production and VFX package from a single integrated production process, extending the campaign's performance across the entire region without additional production budgets.
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