Coors Light California Localization

Full 360 Program (Logo design, On- and Off-Premise, Social, E-comm, OOH, POS, Packaging Design)

With the launch of Coors Light’s “Made to Chill” campaign in 2020, different areas of the U.S. wanted the chance to put their stamp on it and to speak directly to the drinkers in their locales. With that, the localization programs just blew up. Everyone was excited to tap into local insights and make programs that really resonated with their people. While we personally tailored programs to more than 20 markets, I wanted to show a deeper dive into one of our most successful executions to date.

Work completed at Arc Worldwide
VP Creative Director: Chris Posdal
Associate Creative Directors: Bianca Bertolini & Andrea Elder
Copywriter: Steven Jaynes
Packaging Agency: Soulsight
AR Developer: Trigger XR

In addition to the creation of the localization template and the overall lockup, look and feel, we developed a promotion and augmented reality experience that brought the bear from our iconography to life and rewarded Californians for picking up Coors Light.

Lastly, we designed items and paired with local CA companies like Vans and Levis to create culturally and regionally relevant merch that Californians would crave.