Miller Lite- Concert Series

How to get Latino consumers to try Miller Lite while creating memorable and relevant experiences one person at a time through music.

ROLES - Creative Direction - Strategy - Channel Specifc Ideation & Tactics - Art Direction & Lead Designer -

Situation:

The majority of Latino beer consumers are true loyalist to their beer & are apprehensive to switch or even TRY a brand outside their preference.

Miller Lite needed to engage with the Latino beer drinker to ensure it was top of mind when ordering or purchasing beer.

Part 1: Covert Retail Sampling

Conducted covert samplings to drop brand barriers by not exposing the brand identity right away. This allowed for the opportunity to engage and push trial to the Latino consumer by positioning Miller Lite as the "First Light Beer."

"Try the Original Lite Beer." Non-branded koozies were used as a covert sampling tactic for both trial and giveaways to consumers during promotions that allowed trial.

Simplistic call to action with no Brand call out to peak shopper's interest to sample Miller Lite

PART 2: VIP CONCERT EXPERIENCE

Engaged consumers where covert sampling was not allowed by promoting FREE concerts. Consumers also got the chance to win VIP concert access to meet & greet top Latino talent.