US: CONCACAF soccer campaign for Miller Lite
23 May 2008| Source: just-drinks.com editorial team
Miller Brewing is to launch a soccer-themed marketing campaign for its Miller Lite brand this summer, targeted at Hispanic consumers.
The company said the soccer-themed promotional push is aimed at building on the brandâ€™s status as the official beer sponsor of the new CONCACAF's Champions League. Advertising for the brand is to feature current Mexican soccer champions Omar Bravo and Cuauhtemoc Blanco.
The company said its partnership with CONCACAF enables Miller Lite to connect with legal-drinking-age Hispanics within the world of soccer in the US, as well as in Latin America. In addition to the US, the 40-member CONCACAF association covers Mexico, Central America and the Caribbean.
"Our goal is to make Miller Lite synonymous with soccer for our Hispanic consumers, and the scale of this programme will help do that," said Jesica Duarte, senior manager of Hispanic marketing at Miller. "We're looking forward to a summer full of activities that will help us connect with Hispanics in a way that is fun and relevant to their interests."
Television, radio and out-of-home advertising is scheduled set to launch on 1 June, centered on Blanco and Bravo. In addition, Miller is to offer collectable single-serve cans featuring the two players. A national consumer promotion will give soccer fans a chance to win a soccer viewing party where Miller Lite will provide the television, food and refreshments to share with a champion soccer player and 20 of the winner's friends.
Miller Lite also will have branded content during the summer on TeleFutura's "Contacto Deportivo" and digital elements such as branded sponsorship of exclusive online content. A further digital element will be the update of MillerLiteLatino.com, a website created last year to support the 2007 Gold Cup tournament sponsorship.