MILLER LITE

HOLD TRUE.

ASK

Create a multi-tier campaign that leveraged Miller Lite's liquid credentials as well as connecting emotionally and building brand affinity with the consumer.

insight

Hispanics prefer a light beer that doesn't fill them up and  gets in the way of them having a good time with friends.
 

idea

We created a product  fococused campaign that spoke to Miller Lite's clean taste, smooth finish and only 96 calories. Making it the perfect beer you can enjoy with friends.

ASK

Build onto the multi-tier campaign by communicating Miller Lite's liquid credentials in high sociability moments.

insight

Hispanics prefer a beer that doesn't fill them up and gets in the way of them having a good time with friends.
 

idea

We created a product-focused campaign that spoke to Miller Lite's clean taste, smooth finish and only 96 calories. Making it the perfect beer for a good time.

ASK

The ask for this tier of the campaign was to connect the brand with the consumer on a deeper emotional level.

insight

We are our happiest when we can be ourselves - true to who we are - our people, our culture, and ultimately ourselves.

idea

In Fred’s neighborhood “bodega”, everyone is welcomed and encouraged to be themselves, therefore anything can happen.

For world champion boxer Juan Manuel Marquez and old habit becomes hard to break.

What’s inside is what truly defines a person.

Many Latino males pride themselves in possessing unparalleled confidence.

 © 2020 DIG, Abe Garcia, All Rights Reserved

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