Miller Lite x J Balvin
Campaign/Social/PR
Miller Lite wanted to partner with the one and only reggaeton superstar J Balvin. The thing is— they didn’t want just any celebrity partnership. They wanted a collab that had some meaning behind the pillars of what makes J Balvin the perfect person to enjoy Miller Time. So we decided to frame the campaign as a collab with, not J Balvin, but with Jose. This is why the platform we came up with was ES JOSE TIME, the occasion where J Balvin strips his stage name to hang with the people he can be himself with: his buds and family.
Role: Social Media Copywriter, Art Director and Strategist
Tattoo TEASE
We wanted to tease out the partnership days in advance of launch to see if the Balvin/Miller Lite super fans would take notice. We know that die hard/IYKYK fans will notice Jose’s iconic tattoos, so we wanted to drop this easter egg of him having Miller Time by the pool with a MIller Lite in hand. We wanted this post to also blend in with the rest of MIller Lite’s Instagram content, which leans on lifestyle and influencer Miller Time moments.
LAUNCH
Since we wanted to launch the partnership in a big way on social, we came up with a sick visual identity that displayed the collaboration can as the icon of the social pieces. We played around with the wheatpaste texture of wild postings, ripping transitions, stop motion, and sweeping shots that propelled the partnership with tons of energy.
Vis-ID
J Balvin’s Social Announcement (Organic)
Always-On Paid Social
Miller LIte’s Announcement (Organic and Paid)
Can Sweepstakes Social
Brand act
For the launch, we wanted to create a special experience at a spot where many Latinos go to get their Miller Lite: la bodega. So we converted a New York bodega in Brooklyn and surprised regular everyday Latinos coming in to get a beer for their Miller Time… and were surprised by mega-start J Balvin behind the counter.
organic
Apart from the launch, we wanted to have a little bit of fun with the partnership by posting some humorous organic content, including an exchange between the brand and @JBalvin on his DMs, as well as a congratulatory post for his album release and some fun GIFs.
Approval Process with J Balvin
