MillerCoors Lures Hispanic Consumers with Reggaeton

Simply put, if you are going to succeed in the beer industry, you need to succeed in the Hispanic market. With nearly 70 varieties of beer marketed to Hispanics, major brewers are using novel approaches to attract potential consumers. One such example is the launch of MillerCoors’ new Hispanic tailored advertisements, which attempt to secure its place as the second-largest beer company in America.

MillerCoors is partnering with Latin superstar Daddy Yankee to promote his new album and new single at a series of sponsored events throughout the country. The campaign includes a text-based raffle where individuals text a special promotional number for a chance to attend one of six En Exclusiva events. These are a series of VIP events where fans have the opportunity to meet and greet the reggaeton singer. Daddy Yankee’s immense popularity among consumers in their twenties allows the brand to reach out to the younger generation. Most of the advertisements are broadcasted on Hispanic-targeted radio stations and in-store promotions.

Given the remarkable growth of the Hispanic market in comparison to the general market, MillerCoors’ marketing efforts have not gone unchallenged. Shortly after their new campaign aired, Heineken USA launched a Spanish Language advertising campaign for Tecate Beer. Simply titled Anthem 3, the series of three 30-second advertisements depict the journey of immigrants seeking a better life in the United States. No matter what angle each beer-producing giant has chosen, both are trying novel approaches to become the “beer of choice” of the Hispanic consumer.

By Karina Lairet