“Content can live in all environments,” notes Victor Paredes, Executive Director of Cultural Strategy at Bethesda, Md.-based Collage Group. A food service category marketing and advertising veteran, Paredes led an engaging conversation with representatives from Molson Coors and its Hispanic agency of record, Alma, to share how the J Balvin “brand” brought a new dimension to the Miller Lite brand.
The discussion was held via Zoom on Thursday between Alma Group Strategic Planning Director Mauricio Cadena and the agency’s VP/Group Business Director, Karen Udler Britell; and Molson Coors’ Sarah Irizarry, who has been Marketing Manager for Miller Lite for the past three years.
The Hispanic Marketing Council hosted the conversation, and much talk about culturally specific activity that has impact outside of sector hyperfocus is now a sign of total market influence and brand power in the U.S. Hispanic market.
The main essence of the campaign, Irizarry said, started when J Balvin’s team came to Miller Lite’s team. The effort alluded to the recording artist’s off-stage demeanor and lifestyle, adding a new message of authenticity to a marketing effort rooted in this belief.
From there, the Latin music global superstar, Alma and Molson Coors turbo-charged their efforts, and the brand ended up being named HMC’s Marketer of the Year in 2023. Now, the team behind the J Balvin beer effort continues to rack up Strategic Excellence Awards. This year, they won Gold in the Content Creator & Consumer Engagement Strategy category for J Balvin’s collaboration with Miller Lite.
In short, the multi-year partnership with J Balvin “skyrocketed” the beer brand in a highly competitive marketplace. Key Hispanic insights went into creating such an impactful influencer campaign.
The effort began in 2021 and accelerated in March 2022, when Miller Lite’s packaging received a unique neon glow-up, thanks to J Balvin. Limited-edition Miller Lite aluminum pints featuring J Balvin’s signature lightning bolt, bright electric hues, and “whimsical sketches” arrived in stores. A contest to meet J Balvin accompanied the effort.
On the Zoom call, Irizarry talked about the importance of small businesses, including Latino-owned neighborhood bars. This raises the importance of local community-oriented programs, from a brand’s perspective.
“If they’re doing well, it is also important for us as they are building their business,” Irizarry said as Paredes saluted the iconic role the bodega continues to have in the Latino community.
What was the brand payoff? Paredes asked about KPI success, and the key performance indicators brought consistency to how to reach the Latino consumer.