Miller Lite

Miller Lite called on SOBO Concepts to create a unique self-liquidating premium for its 2010 World Cup promotion. A custom soccer jersey was the perfect fit. With subtle branding elements in the side panels and the Miller Lite logo on the back, the jersey not only promoted Miller Lite, but was designed to be one that people would want to buy.

Working closely with Miller’s Hispanic agency, Market Vision, SOBO created an Aztec-inspired figure on the front chest of the jersey that also incorporated the golden soccer ball used throughout Miller Lite’s World Cup promotion. Who is Ben Frias? This fictional name on the back of the jersey is a play on the Spanish “bien frias,” which means “really cold.”