• by Fern Siegel , Yesterday

Molson Coors is debuting a multilingual campaign to reach World Cup fans.

“The Beer Fling,” create by alma, runs through July 19. The work appears across OOH, paid social and on-premise activations in major host cities, including Miami, Dallas, Houston, Los Angeles and New York/New Jersey.

The ads encourage soccer fans to sample Miller Lite, Coors Light and Blue Moon with flirty headlines, such as: “Your beer back home doesn't need to know” and “It’s OK to see other beers when you’re across the pond.”

Targeted messaging is aimed at fans from Argentina, Brazil, Colombia, England, Germany, the Netherlands and Portugal. Ads are in English, Spanish and Portuguese, designed to showcase the excitement of travel and trying something new.

"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. The messaging feels lighthearted and provocative,” said Martin De Ferrari and Luis Nuñez, alma creative directors.

The advertising matches different Molson Coors’ brews with different fan groups.

“Many soccer fans from around the world are experiencing all of the great things in the U.S. for the first time,” said Elizabeth Hitch, vice president, marketing, Above Premium Beer at Molson Coors. “We saw an opportunity to welcome them with some of the most iconic beer brands, paired with a little humor.”

Alma’s client roster also includes Topo Chico, McDonald's, Kroger and Intuit.