As an all-American beer, Miller Lite struggled to stay relevant among U.S. Latinos. The brand wanted to develop a Latino-specific creative program that would spark an authentic connection with these consumers.

There’s no better way to connect with Latinos than through music. To bring the campaign idea to life, we partnered with none other than the prince of Reggaeton himself— J Balvin.

But partnering with J Balvin could be viewed as a shortcut to connect with Latinos. That’s why we had to develop an idea that would make the most out of the partnership, but also feel authentic for the brand, meeting at the intersection of Miller Lite, J Balvin and our target.

The collaboration launched with a redesign of the classic Miller Lite can. The 50 promotional cans were launched across the U.S. as part of a sweepstakes, with a budget of around $41,000.

Struggling to stay relevant among U.S. Latino audiences, Miller Lite wanted to create an authentic connection with this target demographic with the music celebrity partnership with J Balvin.

The campaign launched by redesigning Miller Lite’s classic white can, using a collaborative design that featured J Balvin’s signature lightning bolt and neon aesthetic, with both brands equally represented.

J Balvin and Miller Lite surprised fans with the redesign of the most iconic brand asset: Miller Lite’s white can. Using the same materials sourced for the production as a regular Miller Lite can, the new, collaborative design featured J Balvin’s signature lightning bolt and neon aesthetic, with both brands equally represented.

The 50 promotional cans launched in the U.S. as part of a sweepstakes, with a budget of around $41,000, while being teased by the brand and J Balvin across Facebook and Instagram Stories and Posts.

The Es Jose Time Can launch overwhelmingly met its goal of authentically connecting with Latino fans. It drove an outpouring of reactions, with many scurrying to social media to check out and collect the limited-edition J Balvin can on esjosetime.com.

With an average of 10+ sweepstakes entries per registrant, it exceeded the benchmark of 4.5 entries per registrant. Latinos were also 2x more likely to engage with the content. The can collaboration also resulted in incredible engagement, with over 2.5 billion impressions.

Es Jose Time conversation generated all good vibes with 100% positive to neutral sentiment throughout the campaign period, while also earning 239 media placements. In fact, fans loved it so much that they made it their own. Earned social trends expressed consumers’ intent for the brand, with fan accounts even dropping our Es Jose Time content as an avatar.