NFL POSTERS
Situation:
Sponsorships are a dime a dozen and consumers see right through it. Traditionally, brands show their support by paying the hefty sponsorship fee and slapping their logo everywhere.
Brief:
How do we breakthrough an established sponsorship relationship to ensure we are connecting with our drinkers in honest way.
Solution:
Create highly branded posters that would break through and appeal to our younger drinkers who are tired of beer brands over selling them. Miller Lite did not want to be a “corporate raider” when it comes to sponsoring sports. We wanted fans to know Miller Lite is a fan too. If possible, the posters and branding should be seen as a gift to the event.
Results:
The posters received positives responses and strong responses from both consumers and distributors. From the change to make Miller Lite a more visual and graphic brand, we've been gaining shares from Bud Light for 12 consecutive quarters with 3 growth quarters.