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."
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.
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.
-WIN: 3RD CONSECUTIVE YEAR IN-MARKET