Miller Lite: Season of Sounds 2015

This case study shows how Miller Lite, a beer brand, tapped into a wider consumer base by creating its own music showcasing platform in Colombia.

Miller Lite: Season of Sounds 2015

Carolina Melendez, Tuyo Isaza, Isabella Ganem and Luisa Romero

Campaign details

Brand: Miller LiteBrand owner: SAB MillerLead agency: BRM S.A., LOWE ColombiaContributing agencies: ArenaCountry: ColombiaIndustry: Beer & ciderChannels used: Content marketing, Email marketing, Internet - display, Internet - microsites, Online video, Social mediaMedia budget: Up to 500k

Market Background and Objectives

Context

After 1 ½ years of its launch, Miller Lite had built awareness but was still struggling on finding an emotional pathway that triggered its premium perception, affinity...

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