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Miller Lite

Taking over the "BBQ" niche

The challenge

Everything it means to be an American is a fundamental part of the identity of Miller Lite. Our challenge was to find a way to distinguish ourselves within the local industry, but at the same time stay relevant to the Panamanian market.

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What we know

The BBQ is an essential component of American cuisine. Enjoying a beer along with the BBQ flavors is even more so. While the others in the local market focus on everything that is sun and sand, we find our niche at the BBQ.


Make our consumer have the best barbecue experience through their device, reinforcing the combination so perfect that it makes a cold Miller Lite with the authentic flavors of the American BBQ.

We launched a segment where Miller Lite leads the search to find the best BBQ restaurants in Panama. To add a humorous tone to the series - and also amplify their reach - we chose the famous Panamanian macro-influencer @barceloficial with 223K followers as his host.


We produce a series of BBQ recipes created by renowned Panamanian chef @ chefmilanés especially for the brand, always making sure to use Miller Lite as an essential ingredient - as well as a perfect accompaniment --- to it.

We launched our own dedicated barbecue microsite complete with brand recipes, BBQ tips, our Best Barbecue Wanted segment, information on specials and promotions, and more!

We also created a series of mini-clips to give our consumers the best BBQ tips and hacks, recommended and shown by the Weber Grill Ambassador @rostybbqsmokers.

We partner with more than 150 bars and restaurants to create special promotions. With geo-localized guidelines we are able to reach consumers near these stores and impact sales.

Fenomena Digital | Miller Lite Panamá
Fenomena Digital | Miller Lite Panamá
Fenomena Digital | Miller Lite Panamá

We wanted to bring our three influencers together to recreate a funny segment around a challenge. Hence the “Dragon Fire Challenge” was born , which was inspired by the brand mascot for the season: the dragon.

We did not stop there. Taking advantage of all the media segmentation that Facebook allows us, we launched the “Happy Birthday Campaign” to create an emotional connection with our consumers through our influencers.




Increase in interactions the previous year


Post video views with influencers


Video views


Of our target reached (40% greater than the goal)


Frequency per month (2x greater than the goal)


Increase in followers

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