Coors Light Made To Chill Campaign x Florida Localization

The Challenge

Coors Light established a national Made to Chill campaign but needed to bring it to more localized markets across the country. Each market would leverage local insights to come up with "Official Beer of" occasions and a state-specific Chill lockup. As a state, Florida has a wide variety of sub-cultures and regions. We needed to find a way to unite all of Florida under our "Keeping Florida Chill" messaging, but also recognize hyper-local occasions.

The Team

CD: Chris Posdal

ACD: James Fletcher
Copywriter: Denise Akerman

Producer: Dane Goldbloom

Agency: Arc Worldwide -

Leo Burnett Group

Client: Molson Coors

The Key Skills

Art Direction

Brand Localization

Leadership

Collaboration

The Solution

Across the program, we used regional insights to inspire creative choices, occasions, and messages. To unite all occasions under the umbrella of "Local to Florida", I used the state nickname "The Sunshine State" to inspire the lockup. From there, we used other insights like locals always wear flip-flops, avoiding theme park areas is a priority, boating, fishing, and going to the beach are key parts of Floridian culture, and schools have heated rivalries to create hyper-local occasions Coors Light could own. I developed visuals to represent these occasions to use across point of sale materials and social. To top it all off, I brainstormed and designed specialized merchandise that would appeal to Floridians specifically.