Lopez Negrete Communications wins Crystal Award at AMA.

Lopez Negrete Communications, Inc. was honored with a Crystal Award on behalf of client MillerCoors. The “Find Your Taste” campaign won the American Marketing Awards (AMA) – Houston Chapter Crystal Award in the category of Advertising (TV Campaign).
 
“This campaign was an all-around effort by so many talented people in our agency, and we’ll cherish this award because it recognizes not just creative talent, not just research capabilities, but a concerted effort by a wide range of professionals that we call family – all of whom focus on results,” said President, CEO and Chief Creative Officer Alex López Negrete.
 
Lopez Negrete produced a total of 6 spots for the “Find Your Taste” campaign, which places on emphasis on the great taste of Miller Lite and targets Hispanic consumers. Market studies had shown that while Miller Lite still consistently outperformed its competitors, and Hispanic beer drinkers had yet to connect with the brand’s primary “Great Taste” message. The results showed that from the beginning of 2009 to the end of 2010, Hispanic volume increased and improved against the general market.
 
Two of the spots had particular traction and were used to represent the campaign at the Crystal Awards. In “Party Crashers,” the heroes host a boxing viewing party, but when a few friends arrive bringing non-Miller Lite beer, the heroes hide the women, change their Miller Lite for water, and pretend to be in tears over a novela (Spanish-language soap opera). When the “wrong-beer” guests leave, the girls spill out of the closet, boxing is back on the TV, and the party resumes. Thus, the Miller Lite heroes have protected their standards of good taste.
 
“Supermarket” plays up the importance a man places on the great taste of his light beer. As a couple leaves the grocery store, the hero is proudly carrying a 12-pack of Miller Lite. When he opens the passenger side door, gingerly places the beer in the seat, and secures it with the seat belt, it becomes clear where his priorities lie – protecting the great taste of Miller Lite, instead of his girl.
 
The Lopez Negrete Communications Miller Lite team consists of Executive Director of Strategic Planning Marisol Cruz; Director of Consumer Insights and Planning Ed Cantú; Executive Group Account Director Randy Stockdale; Account Director Shelley Dominguez Lieder; Executive Creative Director Miguel Moreno; Creative Director Federico Traeger; Senior Account Planner Dannely Flores; Research Analyst Henry Cadena; Copywriter Jeff Lane; and Senior Account Executive Brenda Alaniz.