Coors Light Güiro Cooler

The first beer cooler that's also an instrument is born.

During Puerto Rican Christmas celebrations, local brands thrive on their strong cultural connections. How could a foreign beer brand create a strong engagement with Puerto Ricans?

The Coors Light limited-edition Güiro Cooler connects with a pillar that's central to both Coors Light and Puerto Rico: music. This authentic connection created through an interactive music experience brings the the brand closer to consumers by offering them a solution that's relevant to boricua culture and enables Puerto Ricans to keep the 'parranda' going and chill.

Coors Light has been in Puerto Rico for more than 30 years. And while we’re not a local brand, we do celebrate Puerto Rican culture in all its expressions.

Sarah Irizarry

Senior Marketing Manager, Molson Coors Puerto Rico

Coors Light had been a strong player in the Puerto Rican beer segment for 30 years. However, the brand was gradually losing ground, increasingly perceived as old-fashioned and disconnected from younger consumers. This decline was accelerated by a cultural renaissance that swept the island. 'Lo boricua' – a fierce celebration of authentic local identity and self-expression – became the ultimate cultural currency. In this new landscape, Coors Light’s iconic snowy mountains felt more foreign and disconnected than ever while local brands thrived.

The idea behind the Güiro Cooler was born from a timeless Puerto Rican challenge. You can’t play the ‘güiro’ - a traditional music instrument used in holiday ‘parrandas’ - and hold a beer at the same time because it requires both hands to play the first. Until now.

Coors Light designed a special-edition beer cooler that’s also a music instrument. The Güiro Cooler solved the challenge and engaged with consumers through a pillar that’s in the DNA of both Coors Light and Puerto Rican Christmas: music. The main challenge was to ensure it would function as a cooler and reproduce the authentic sound of the traditional "güiro" as well.

The Güiro Cooler created an authentic connection through music and local culture.

•675k Total Views - In less than 4 weeks during.
•5,000 Güiro Coolers distributed – Becoming a highly sought-after item.
•95% Positive Brand Sentiment – A powerful achievement for a foreign beer.

In a landscape, where local brands rule, the Güiro Cooler allowed Coors Light to engage with consumers in a way that's current and relevant for 'boricua' culture.

An interactive music experience designed to engage local consumers during the most traditional time of the year

The first beer cooler that's also an instrument is born.

Sarah Irizarry

Senior Marketing Manager, Molson Coors Puerto Rico

Challenge

Inspiration

Idea

Growth

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