Miller Lite: Es Jose Time

Miller Lite, a beer brand, connected with Hispanic consumers in the USA by leveraging a novel kind of celebrity partnership.

Campaign details

Brand: Miller Lite Brand owner: Molson Coors Group Entrant company: ALMA DDBIdea creation: Connect@ Publicis Media New York Market: United States Sector: Beer & cider Media channels: Competitions & contests, Radio & audio, Video on demand, Online video, Merchandise & free gifts, Packaging & design, Content marketingBudget: 5 - 10 million

Executive summary

Despite Miller Lite growing Latino consideration in recent years, 2020-21 were threatening a pandemic-driven dip. In late 2021, we set to course correct through a partnership with reggaeton megastar...

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