There’s a Lite beer in your World Cup

World Cup is a big deal for millions of fans, and we love it when brands want to capitalize on it. Miller Lite called on SOBO Concepts to create a unique self-liquidating premium for its 2010 World Cup promotion. We thought a totally custom soccer jersey was the perfect fit. Our idea was to include subtle branding elements in the side panels and the Miller Lite logo on the back. A product that not only promoted Miller Lite, but also one that people would want to buy (one of our specialties).

Working closely with Miller’s Hispanic agency, Market Vision, we 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 you ask? This fictional name on the back of the jersey is a play on the Spanish “bien frias,” which means “really cold.” Just how you like your Miller Lite, no?