Miller Lite is making a splash this fall with its 18 NFL team alliances, rolling out a series of custom illustrations that aim to connect with fans in each city.
Far from a typical corporate sponsorship, which may include logo-branded cans, signage, apparel and other standard advertising, Miller Lite mined the local traditions and the cultural identities of each of its partner teams to develop what Miller Lite’s Brian Schmidt calls “steal-worthy artwork.”
The illustrations, developed in partnership with the creative agency DDB, feature iconic images associated with teams or their cities, including a hard-hatted steelworker in Pittsburgh, a mythical football-toting Viking in Minnesota and a Packers player performing the Lambeau Leap in Green Bay.
The campaign is rolling out in each market in a variety of mediums, including in digital ads; in restaurants, bars and retail outlets; and outdoor media installations in and around stadiums.
“The custom illustrations,” Schmidt says, “are a way for Miller Lite to establish a more-authentic bond with the team and fans of the team.”