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...