Desiring More Growth, Miller Lite Starts Search for New Hispanic Agency

As the Hispanic/Latino demographic grows and grows many brands are trying to find out how to capitalize on that market. Well it looks like Miller Lite isn’t comfortable with their growth in the market and has decided to change things up by discontinuing their relationship with Lopez Negrete Communications. With the Latino communities seen as the market that over indexes on beer many American beers are scrambling to grow in that market as more international beers become more and more available.

“This was a decision to mutually part ways,” Rudy Rodriguez, the brewer’s senior director for multicultural marketing, told Ad Age. “We really at this point are looking for new ways of continuing to drive growth with this consumer segment.”


The agency change comes as Miller Lite makes big changes to its general market advertising in search of new growth for the brand, which has struggled in recent years. Plans include a new bottle and ads featuring celebrities.

[Full Article via AdAge]

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