Miller Lite - The Power of Excuses
Through Puerto Rican comedy and authenticity, the brand transformed excuses into the best reason to celebrate. Fans were the protagonists of the campaign, participating in digital dynamics, creating content and attending a unique event, where Miller Lite ceased to be an extra and became the heart of each encounter.
RETO
Miller Lite was present at the celebrations, but not at the conversation. The brand needed an authentic way to integrate into the culture of the Jangueo, connect with its audience and differentiate itself during the most festive season of the year.
IDEA
Turn Miller Lite into the soul of the Christmas game. The brand put a twist on the excuses we use to get together, turning them into a symbol of celebration. Through a participatory network strategy, fans shared their best excuses, which became content, branded products and even the theme of a stand-up comedy show with local comedians. In this way, Miller Lite not only accompanied the celebration, but inspired it.
RESULTS
The campaign achieved a +763% in engagement, with more than 250 excuses sent by fans and an increase in 7.25% in sales. More than 429,870 people were impacted through influencers and comedians, placing Miller Lite at the center of the cultural conversation.