Brand Teams Up with Graffiti Artist Buff Monster for 'Our Can, Your Canvas' Program
NEW YORK, Sept. 28, 2016 /PRNewswire/ -- Miller Lite, the original light beer, is partnering with acclaimed street artist Buff Monster to spotlight communities that stay true to their roots and never waver in their beliefs with the 'Our Can, Your Canvas' program.
For the first installment of the program, Buff Monster created his interpretation of one of New York City's most iconic boroughs, Brooklyn, and transformed that vision into a mural located at Dobbin Street and Norman Avenue in the Greenpoint-Williamsburg neighborhood. The mural, which will be up until October 30th, highlights the diverse culture of Brooklyn, with several key elements of the piece being a direct reflection of what makes the borough unique.
"Brooklyn has undergone a lot of change, but its true essence remains intact – it's an interesting mix of history and culture, truly making it a unique place," said Buff Monster. "I'm excited that Miller Lite provided me with a blank space and opportunity to champion Brooklyn, its residents and rich history with the 'Our Can, Your Canvas' program."
No stranger to integrity and hard work, over the past 15 years Buff Monster has grown to become one of America's great street artists, with much of his work inspired by his passion points: heavy metal music, Japanese culture, pop art and graffiti. Known for his bold and vibrant aesthetic, Buff Monster's work exudes an ever-present sense of confidence, individuality – traits that are shared with Miller Lite.
"Since creating the light beer category in 1975, we have proudly held true to our belief that a beer could be light without compromising on taste, a precedent we established and have maintained in the brewing industry for over 40 years," said Cris Rivera, Miller Lite marketing director. "We are thrilled that through the 'Our Can, Your Canvas' program, we can bring these values to life in a fun and visually appealing way."
In addition to the mural installation, limited edition glassware, coasters and t-shirts, inspired by Buff Monster's mural, are available for Miller Lite fans at select on-premise locations around New York City through October 30th. Check out more of what Buff Monster has to say about the collaboration in the video below and look for more installations around New York City as part of the ongoing 'Our Can, Your Canvas' program.
Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers, flavored malt beverages and ciders, steeped in centuries of brewing heritage. Miller Brewing Company and Coors Brewing Company offer domestic favorites such as Coors Light, Coors Banquet, Miller Lite and Miller High Life. Tenth and Blake Beer Company, our craft and import division, offers beers such as Leinenkugel's Summer Shandy from sixth-generation Jacob Leinenkugel Brewing Company, and Blue Moon Belgian White from modern craft pioneer Blue Moon Brewing Company, founded in 1995. Tenth and Blake also imports world-renowned beers such as Italy's Peroni Nastro Azzurro, the Czech Republic's Pilsner Urquell and the Netherlands' Grolsch. MillerCoors also operates Crispin Cider Company, an artisanal maker of pear and apple ciders using fresh-pressed American juice, and offers pioneering new brands such as the Redd's Apple and Redd's Wicked Apple franchises, Smith & Forge Hard Cider and Henry's Hard Sodas. MillerCoors seeks to become America's best beer company through an uncompromising promise of quality, a keen focus on innovation and a deep commitment to sustainability. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.
SOURCE Miller Lite