Project Description

Miller Lite

The Idea | In a saturated category of Lite beers, we created a campaign which highlighted that Miller Lite is ‘the perfect choice’ by creating a voting platform for consumers to select ‘the perfect choice’ of six (6) custom Miller Lite swimsuits showcased by Sophia Vergara.

Activation | To create buzz and interest in the most popular edition of the Sports Illustrated Swimsuit Edition, six fashion designers created customs suits and six different ML posters were inserted throughout the SI edition to create surprise and delight/TTV and collectability with a drive to web component.

Channel | Specialty Print Insert