ICF Next (formerly Olson Engage) · 2013–2015

MillerCoors

Connecting beer culture with Latino audiences

Client: MillerCoors — Blue Moon, Miller Lite, Coors Light, Redd's Apple Ale
Agency: ICF Next (formerly Olson Engage)
My Role: Multicultural Account Executive

The Challenge

Strengthen MillerCoors brands' visibility and cultural relevance with Hispanic audiences across the U.S., in both general market and Spanish-language media.

What I Did

Executed four national media tours for Miller Lite, Blue Moon, Coors Light and Redd's Apple Ale.
Secured and staffed 12+ top-tier interviews for A-list Hispanic celebrity Omar Chaparro, and 15+ interviews for Blue Moon founder Keith Villa.
Spearheaded the Coors Light World Cup soccer program.
Helped launch Blue Moon Cinnamon Horchata nationally, strengthening relationships between national Hispanic media and MillerCoors.
Wrote, edited and distributed bilingual press releases, pitches, media alerts and radio copy; planned and staffed eight media and influencer dinners.

In the field

Activations, up close.

Journalists seated along a long table set with Blue Moon beers and orange centerpieces — A Blue Moon beer pairing dinner with Hispanic press.

A TV host and a guest in a Redd's Apple Ale shirt on a studio set with Redd's branding and broadcast cameras in the foreground — Redd's Apple Ale media tour with Omar Chaparro: a live in-studio TV segment.

A guest in a Redd's Apple Ale shirt signing autographs at a table with Redd's ice buckets inside a grocery store — Redd's Apple Ale in-store appearance with Omar Chaparro: autographs for fans.

A crowd of shoppers gathered around a guest beside a stacked Redd's Apple Ale and Strawberry Ale display — Fans lining up at a Redd's Apple Ale store stop.

A presenter with a microphone speaking to journalists at a long table — Positioning Blue Moon founder and brewmaster Keith Villa as the brand's voice with Hispanic press.

Place setting with a Blue Moon Brewmaster's Dinner menu and an orange floral centerpiece — A Blue Moon Brewmaster's Dinner, one of eight media and influencer dinners.

Soccer fans in jerseys gathered at a Coors-branded tent — Coors Light soccer fan activation.

A spokesperson being filmed in a studio in front of a branded backdrop — Redd's Apple Ale media tour: Spanish-language studio interviews.

A spokesperson interviewed on a Spanish-language TV news set — Redd's Apple Ale media tour: a live TV interview.

A Coors Light summer display with footballs, speakers and refreshments at theSkimm office — A Coors Light media stop at theSkimm.

A host interviewing a guest at a Fox News Latino studio desk with Blue Moon bottles and an orange on display — A Blue Moon media interview at Fox News Latino.

Results

<$3
average CPM, consistently beating efficiency benchmarks
Coverage across Telemundo, Univision, Latina, Remezcla, Fox Latino, Miami Herald, Chicago Tribune, San Antonio Express-News and more.

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