Millions of people have arrived in the US for the World Cup – many for the first time. They’re football fans, yes. But they’re also tourists and Coors Lite is capitalising on their curiosity for all thing US – including its beer.

Molson Coors Beverage Company, the brewer behind Coors Light, Miller Lite, Coors Banquet, Miller High Life and Blue Moon, is inviting international fans to have a beer fling. The multilingual campaign by agency, alma, tapis into one of travelling’s greatest pleasures – trying something new – and one of football fandom’s enduring rituals, enjoying the game with your favourite beer in hand.

The fun campaign, addressing visitors from Argentina, Uruguay, Brazil, Colombia, England, France, Germany, Portugal, the Netherlands as well as home-grown Americans, reframes beer discovery enticingly as a romantic affair, with headlines such as, “It’s OK to see other beers when you are across the pond” and “Your beer back home doesn’t need to know” – in English, Spanish and Portuguese.

“Rather than competing with fans’ loyalty to the beers of their home countries, we decided to have fun with it, inviting them to enjoy new brews like Blue Moon, Miller High Life and others through messaging that feels light-hearted, provocative and tailored to each country’s audience,” stated Martin De Ferrari and Luis Nuñez, creative directors at alma.

“Many soccer fans from around the world are experiencing all of the great things in the US for the first time,” added Elizabeth Hitch, VP of marketing, Above Premium Beer at Molson Coors Beverage Company. “We saw an opportunity to welcome them with some of the most iconic beer brands while they’re here paired with a little humour.”

The Beer Fling is running across paid social, out-of-home and on-premise activations in select host cities, including Miami, Dallas, Houston, Los Angeles and New York/New Jersey.

Credits:
Client: Molson Coors Beverage Company
Chief Marketing Officer: Sofia Colucci
Vice President: Elizabeth Hitch
Marketing Directors: Zach Paciorek & Jacquelyn Caldwell
Communications Manager: Vincent Ventura
Community Manager: Jenna Reimler

Creative Agency: Alma
Executive Creative Director: Christian Liu
Creative Directors: Luis Nunez & Martin De Ferrari
Art Director: Andrea Alvarez
Presidents: Isaac Mizrahi & Alvar Suñol
Head Of Strategy: Jorge Becerra
Account Director: Karen Udler
Business Director: Vanessa Foinquinos
Planning Director: Karin Matarasso
Project Manager: Elisa Simon

Production: Omnicom Production
Head of Production: Yeyo Marquez
Executive Producer: Jorge Espinosa
Producers: Alexandra Odriozola & Victoria De Armas
Production Designer: Jose Alonso
Writers-Translators: Ana Banos & Ana Cadenas