¿Cuál es
tu excusa?

As an international beer brand, Miller Lite faced a challenge in Puerto Rico: building a stronger connection with local culture, especially during the holiday season, one of the most competitive moments for the category.

Building on the brand’s existing platform, “Cualquier excusa es buena para juntarnos,” we needed a culturally relevant way to bring its message to life.

With Puerto Rico’s comedy scene on the rise, we found the perfect opportunity in humor. “¿Cuál es tu excusa?” brought the brand’s invitation to get together into the world of Puerto Rican comedy, creating a distinctive way for Miller Lite to connect with local audiences and stand out during the holidays.