Miller Lite Enlists Artists to Express Passion of the Herd
Miller Lite, the official beer sponsor of the Mexican soccer team Club Deportivo Guadalajara, widely known as Chivas, is giving legal-drinking-age fans the chance to shape the brand’s next Chivas campaign. Consumers will have the opportunity to choose one design from eight pieces of fan-created artwork that best expresses the passion of Chivas fans.
The eight artists were pre-selected and asked to develop artwork that displays the camaraderie and passion associated with Chivas, the most popular Mexican soccer team. The brand also developed a Facebook app that is accessible via Facebook.com/MillerLiteLatino, where people can vote for the artwork they believe truly expresses the nature of the Miller Lite and Chivas partnership. The artist with the most votes will help shape the Miller Lite 2013 Chivas marketing campaign, as well as win up to $10,000 and an Adelante U.S. Education Leadership Fund scholarship worth $5,000 to be applied toward additional schooling.
“Chivas fans are the most passionate fans in the Primera Division and we want them to help us express that passion and camaraderie among friends, fans, and teams,” said Alberto Senior, Miller Lite Hispanic marketing manager. “We see the drive and enthusiasm of Chivas fans everywhere we go, so who better than them to let us know how they express that love for the game and their favorite team.”
Each week, beginning now through October 1, consumers will have the opportunity to choose between two designs, in a bracket style contest, based on consumers’ votes, pieces advance to the next level of the competition. The artists will also be featured in short promotional videos explaining their inspiration behind their work and what “It’s Miller Time” means to them.
Miller Lite collaborated with local Chicago artist collective Momentum Art Technologies to bring the design contest to life via a large scale mural that was filmed and produced into a video that will be hosted online at http://on.fb.me/O1j62m. The mural and video demonstrate the camaraderie that Chivas fans experience when combining their favorite team with their favorite beer and it urges legal-drinking-age consumers to visit Facebook.com/MillerLiteLatino to vote for their favorite design.
Miller Lite became the official beer sponsor in the U.S. of Chivas, one of Mexico’s most followed clubs in the Primera Division, in 2010.
Built on a foundation of great beer brands and nearly 300 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second-largest beer company in the United States, capturing nearly 30 percent of beer sales in the U.S. and Puerto Rico. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of brands across every major industry segment. The portfolio is led by the company’s premium light brands: Coors Light, Miller Lite and Miller64. Coors Light, the World’s Most Refreshing Beer, offers consumers refreshment as cold as the Rockies. Miller Lite established the American light beer category in 1975, offering beer drinkers a light beer that tastes like beer should. Miller64 is 64 calories of crisp, light taste that complements a balanced lifestyle. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft, and economy brands Miller High Life and Keystone Light. Tenth and Blake Beer Company, the MillerCoors craft and import division, imports Peroni Nastro Azzurro, Pilsner Urquell and Grolsch, and features craft brews from the Jacob Leinenkugel Brewing Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wisc., and two microbreweries, the Tenth Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. The MillerCoors vision is to create the best beer company in America through great people changing the way America enjoys beer. MillerCoors builds its brands the right way through brewing quality, responsible marketing and sustainable environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.