- Agency: Alma
- Client: Molson Coors
- Category: Print Design — Beverage
- Location: Miami, Florida
- Project Brief: Develop a multilingual print campaign that welcomes international football fans while positioning Molson Coors brands as the perfect beer choice throughout the tournament.
Beverage print succeeds when a single line makes a stranger grin in passing. Alma frames Molson Coors' "The Beer Fling" as a cheeky invitation to cheat on your home-country beer while visiting for the soccer tournament.
The writing carries it. Lines like "it's ok to see other beers when you're across the pond" run beside the cross of St. George, turning each ad into a flirty breakup joke aimed at a specific visiting fan base.
The art direction keeps the gag legible. Each poster pairs a national jersey, flag, and color scheme with one clearly shot can or bottle, so the brand reads instantly against the busy team imagery without crowding the punchline.
The localization sharpens it further. English, Spanish, and Portuguese executions match the right beer to the right fan, so a German supporter meets Coors and an Argentine meets Miller High Life on their own terms. For a beer portfolio courting tourists, that blend of wit and tailored design is a sharp pour.
