Cruz Blanca
Cruz Blanca
To launch Cruz Blanca, a new Mexican-American beer under Molson Coors, we tapped into the dual heritage of our audience — crafting a brand identity, tagline, and campaign that celebrated both cultures in one refreshing pour.
To launch Cruz Blanca, a new Mexican-American beer under Molson Coors, we tapped into the dual heritage of our audience — crafting a brand identity, tagline, and campaign that celebrated both cultures in one refreshing pour.
Client
Molson Coors
Molson Coors
Year
2025
Category
Product Design │ Brand Launch
Product Design │ Brand Launch
BACKGROUND
BACKGROUND
In 2025, Molson Coors set out to introduce Cruz Blanca to Mexican-American consumers — a growing audience that embraces both their roots and their present. Months of research revealed a shared pride in celebrating both cultures, opening the door for a positioning that could authentically speak to them.
In 2025, Molson Coors set out to introduce Cruz Blanca to Mexican-American consumers — a growing audience that embraces both their roots and their present. Months of research revealed a shared pride in celebrating both cultures, opening the door for a positioning that could authentically speak to them.
BACKGROUND
In 2025, Molson Coors set out to introduce Cruz Blanca to Mexican-American consumers — a growing audience that embraces both their roots and their present. Months of research revealed a shared pride in celebrating both cultures, opening the door for a positioning that could authentically speak to them.
Idea
Idea
We positioned Cruz Blanca with the tagline “Mexican Heritage Meets American Brewing. It’s Cerveza Refreshed.” Drawing from the brand’s intersecting-line logo — a symbol of cultures coming together — we built a visual identity in constant motion. The launch spanned OOH in key cities like Chicago, Austin, NYC, and Miami, along with 15-second spots that celebrated the fusion of Mexican and American traditions. The campaign’s bold, kinetic branding became a visual invitation to try the beer.
We positioned Cruz Blanca with the tagline “Mexican Heritage Meets American Brewing. It’s Cerveza Refreshed.” Drawing from the brand’s intersecting-line logo — a symbol of cultures coming together — we built a visual identity in constant motion. The launch spanned OOH in key cities like Chicago, Austin, NYC, and Miami, along with 15-second spots that celebrated the fusion of Mexican and American traditions. The campaign’s bold, kinetic branding became a visual invitation to try the beer.
Idea
We positioned Cruz Blanca with the tagline “Mexican Heritage Meets American Brewing. It’s Cerveza Refreshed.” Drawing from the brand’s intersecting-line logo — a symbol of cultures coming together — we built a visual identity in constant motion. The launch spanned OOH in key cities like Chicago, Austin, NYC, and Miami, along with 15-second spots that celebrated the fusion of Mexican and American traditions. The campaign’s bold, kinetic branding became a visual invitation to try the beer.
Results
Results
Strong positive reception among target consumers during launch period
OOH visibility in four major U.S. cities, driving trial and brand awareness
Campaign creative praised for authenticity and visual impact
Early indicators show promising sales momentum, with final case numbers pending
Strong positive reception among target consumers during launch period
OOH visibility in four major U.S. cities, driving trial and brand awareness
Campaign creative praised for authenticity and visual impact
Early indicators show promising sales momentum, with final case numbers pending
Results
Strong positive reception among target consumers during launch period
OOH visibility in four major U.S. cities, driving trial and brand awareness
Campaign creative praised for authenticity and visual impact
Early indicators show promising sales momentum, with final case numbers pending
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