Alvar Suñol
Co-President, Chief Creative Officer at Alma, Coconut Grove
Coconut Grove, United States
TitleJ Balvin MillerLite Can
Agency
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 Packaging, Branding & Design
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Advertising Manager
Chief Creative Officer
President
Executive Creative Director
Executive Creative Director
Associate Creative Director
Copywriter
Art Director
Director of Production Yeyo Marquez - VP
Group Business Director Beatriz del Amo - VP

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