PHNX Awards

Creative Award

Paris, France

Update

Miller Lite - "Es Jose Time"

Alma

1548

Title	Es Jose Time
Agency	Alma
Campaign	Es Jose Time
Advertiser	Molson Coors
Brand	Miller Lite
Date of First Broadcast/Publication	2021 / 8
Business Sector	Beers, Ciders, Lagers
Story	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 emotional 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 no other than the prince of Reggaeton himself— J Balvin. But instead of partnering with J Balvin when he’s being an award-winning artist, we partnered with him when he’s being José Álvaro Osorio Balvín, the person. 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, combining both brands to be equally represented.
Media Type	Case Study
Length	102 seconds
Advertising Manager	Sofia Colucci
Advertising Manager	Elizabeth Hitch
Advertising Manager	Allison Wallin
Advertising Manager	Catherine Pastiak
Advertising Manager	Rachel Dickens
Chief Creative Officer	Alvar Suñol
President	Alvar Suñol
Executive Creative Director	Jorge Murillo
Executive Creative Director	Christian Liu
Associate Creative Director	Eddie Seglie
Copywriter	Carla Urdaneta
Art Director	Gloria Martinez