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Combining scarcity sales, local culture, and the pop-art visual aesthetic of J Balvin, Miller Brewing Company has released limited edition cans of its Miller Lite beer with the Prince of Reggaeton’s playful neon lightning motif. Similar to last year’s McDonald’s collab, the exclamatory “¡ES JOSE TIME!” campaign is steeped in J Balvin’s signature colors while offering up some in-person pop-ups, sweepstakes and a donation by the brewing company to a good cause.
The Jose in question, of course, refers to Balvin himself as he sheds his stage persona for a campaign that has him connecting directly with the people.
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