Cowboys

INSIGHT

When it comes to the Dallas Cowboys, all fans are welcome. America’s Team is inclusive no matter what you look like or how you cheer; as long as you hold true to the silver and blue, you are family. And, Miller Lite is proud to be part of this family as the official beer of the Cowboys for over 27 seasons, brewed right here in Fort Worth, Texas.

IDEA

Miller Lite celebrates alongside all fans who hold true to supporting the Dallas Cowboys no matter what.

IMPACT

Knowing the composition of Texas and that many of the most passionate Cowboys fans are Hispanic, the strategy behind this ad led with a multicultural mindset. The creative work is focused on building emotional relevance with fans from diverse backgrounds who take pride in the Cowboys and Texas. The campaign launched in September 2017, so quantitative results are pending; however, this ad is part of a broader campaign initiative that has been showing positive results in sales throughout 2017.