Making Coors Light the official beer of summer across Latin America
Alerta developed original scripts based on the US general market concept, adapted the campaign for Latin American audiences, and produced the full shoot on location in Palomino, Colombia, one of the region’s most visually stunning coastal settings. The production delivered 6 b...
The Challenge
Summer in Latin America is a peak consumption moment for beer, long days, warm weather, and a culture built around outdoor gatherings and good company. Coors Light needed to show up in that moment with a campaign that felt made for the region, built on a US general market concept but adapted to connect authentically with Latin American audiences and their version of summer.
The Solution
Alerta developed original scripts based on the US general market concept, adapted the campaign for Latin American audiences, and produced the full shoot on location in Palomino, Colombia, one of the region’s most visually stunning coastal settings. The production delivered 6 broadcast spots, 6 social media cutdowns, and 6 static assets across all required formats, with full post-production, including color correction, VFX compositing, supers animation, and audio mixing, handled entirely in-house.
Campaign Content
Static Content · Social & Print
How We Did It
Location as a creative asset
We shot in Palomino, Colombia, a coastal destination that embodies the Latin American summer in every frame. The location was not just a backdrop but an active element of the creative, giving every execution an authenticity and visual richness that studio production could not replicate.
Original scripts for the Latin American summer
We built the scripts from the US general market concept, adapting the humor, situations, and cultural references to reflect how Latin American consumers actually experience summer, making Coors Light feel like a natural part of those moments rather than an imported idea.
Full production and post efficiency
The entire campaign, 6 broadcast spots, 6 social cutdowns, and 6 static assets across multiple formats, was delivered from a single production and post-production process, maximizing output while maintaining the visual quality Coors Light demands globally.
Visual Editing
VFX and colorful compositing, cleanups, and color correction across all executions ensured every format met broadcast standards and maintained the crisp, refreshing visual identity the Coors Light brand requires.
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