Colombian Artist J Balvin & Miller Lite Collaborated on ¡Es Jose Time!
Laura McQuarrie — August 12, 2021 — Marketing
References: millerlite & thedieline
¡Es Jose Time! is the newest partnership between breakthrough artist J Balvin and Miller Lite, and it introduces a hyper-limited-edition can with color graphics. The special packaging design leans into the artist's distinctive sense of style, complete with neon colors, lightning bolts and smiley faces. This collab also introduces other branded items in the artist's signature style, including beer koozies, beverage canteens, sunglasses and playing cards. Online, items will be given away through sweepstakes.
To kick off the campaign introducing ¡Es Jose Time! to the public, the collaborators are hosting a bodega takeover. Miller Lite will also be supporting small businesses, such as bodegas and corner stores, with a contribution to the Accion Opportunity Fund.
To kick off the campaign introducing ¡Es Jose Time! to the public, the collaborators are hosting a bodega takeover. Miller Lite will also be supporting small businesses, such as bodegas and corner stores, with a contribution to the Accion Opportunity Fund.
Trend Themes
1. Hyper-limited Packaging Design - The trend of hyper-limited packaging design is disrupting traditional packaging by creating unique collaborations with artists or brands to create limited-edition designs, which increases the perceived value of the product.
2. Brand-artist Collaborations - The trend of brand-artist collaborations is disrupting traditional marketing methods by leveraging the artist's unique style to create a distinctive experience for the consumer.
3. Supporting Small Businesses - The trend of supporting small businesses is disrupting traditional corporate social responsibility by building a stronger relationship with the local community and promoting economic growth.
Industry Implications
1. Alcoholic Beverages - The alcoholic beverages industry can leverage hyper-limited packaging design and brand-artist collaborations to increase brand awareness and appeal to consumers who value uniqueness and exclusivity.
2. Fashion Accessories - The fashion accessories industry can work with artists and brands to create distinctive accessories that leverage the artist's personal style and appeal to consumers who value self-expression.
3. Non-profit and Social Enterprises - Non-profit and social enterprises can work together with companies to support small businesses and promote economic growth, which strengthens their relationship with the local community and enhances their credibility.
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