El seminario web profundizó en las estrategias y los conocimientos que llevaron al éxito de la campaña "J Balvin's Tab"
The Hispanic Marketing Council (HMC) hosted the webinar “Strategic Excellence Awards: A Toast to Molson Coors – Miller Lite + alma + alma + J Balvin = GOLD” to celebrate the best and brightest in Hispanic marketing. The event highlighted the winning campaigns of the Strategic Excellence Awards, with a particular focus on the gold-winning collaboration between Molson Coors’ Miller Lite and alma agency, featuring global music sensation J Balvin.
The panel featured Karen Udler, VP Group Business Director and Mauricio Cadena, Group Strategic Planning Director, both from Alma; Sarah Irizarry, Marketing Manager at Molson Coors. Moderator: Victor Paredes, from Collage.
The webinar delved into the strategies and insights that led to the success of the “J Balvin’s Tab” campaign (2023). Speakers from Molson Coors and multicultural agency Alma shared their experiences and provided valuable information for marketers looking to connect with the Latino consumer.
They explained that after an initial partnership in 2021 with reggaeton star J Balvin and the “Es Jose Time” campaign, Miller Lite decided to renew it in 2023 to drive sales. The goal of the partnership was to increase Miller Lite’s consideration among Latino consumers and this was done by highlighting the importance of supporting Latino small businesses as part of the marketing strategy, which are 42% more likely to be underbanked and hit by inflation.
For 2023, a more authentic and meaningful approach was sought, with a reduced budget and a key activation moment. Alma’s Mauricio Cadena explained that the target audience was bicultural Latinos, who are significant consumers of light beer.
As the singer is committed to the Latino community, the “J Balvin’s Tab” initiative was launched, where Jay Balvin pledged to help small Latino businesses through donations. A portion of the proceeds from each Miller Lite beer sold was donated to the Accion Opportunity Fund, which supports Latino entrepreneurs.
The campaign included a special can design, a social media campaign and collaborations with influencers.
Results showed an increase in household penetration and brand consideration among Latinos, as well as a positive impact on brand perception. And a high number of earned media impressions were achieved, exceeding the campaign’s initial goals.
