An American beer
with a Latino voice.
Miller Lite approached M8 with the challenge of unifying its voice for a segmented audience spanning two global regions and numerous, culturally-diverse local markets.
Our challenge was to assist an iconic global brand in connecting with local markets – uniquely and distinctly – within Latin America, Guam and the Caribbean, where languages, culture and even packaging are unique. With a newly-unified brand strategy supported by four content pillars, the campaigns are delivered through a robust content hub, providing each local market with unique ideas and executions that are customized to regional needs and can even be further customized to each individual market.