Miller Lite honors international soccer stars with Hispanic marketing campaign.

Miller Lite unveiled one of the most wide-ranging Hispanic marketing initiatives in company history. The new campaign, “Pasión 10,” honors international soccer stars who wore the number “10,” long a mark of excellence and balance on the field of play.

“In soccer, the honor of wearing ‘10’ historically has been reserved for a player who exudes the perfect balance of skill and knowledge,” said Tom Long, Miller’s chief marketing officer. “Miller Lite is the perfect beer to honor the spirit of the ‘10’ because it offers the ideal combination of great taste and golden color. That’s why Miller Lite is the ‘10’ of light beers.”

Miller Lite Pasión 10, a multi-platform marketing campaign, features some of the greatest 10s in soccer history: Roberto Baggio (Italy), Cuauhtémoc Blanco (México), Teofilo “Nene” Cubillas (Peru), Luis García (México), Mario Kempes (Argentina), Tab Ramos (U.S.) and Carlos “El Pibe” Valderrama (Colombia).

The exclusive launch of the campaign and the premiere of new advertising was held at the Los Angeles Memorial Coliseum with in-person attendance from soccer greats García, Kempes, Ramos and Valderrama, along with Mexican television analyst and former director of CD Chivas Guadalajara, Jesús “El Profesor” Bracamontes.

“Being a ‘10’ means going above and beyond what’s expected of you, being under control, and keeping your team motivated and balanced,” says Mexican soccer great García , now vice president of soccer operations for Monarcas Morelia of México. “Not only is being ‘10’ a great honor, but a great responsibility. Miller’s recognition of those of us who wore ‘10’ is a testament to their knowledge and support of the global soccer community, and of course their own passion for making great beer.”

The campaign, executed by MarketVision of San Antonio, consists of new Spanish-language television and radio advertising; a series of commemorative cans and glassware featuring players, along with apparel, available for a limited time; and the Pasión 10 national sweepstakes that will send three grand prize winners and their guests on an expense paid trip to Germany for a VIP soccer experience. The limited edition series of 24-ounce cans and special 16-ounce glassware prominently highlight images of Baggio, Blanco, García, Ramos and Valderrama.