Miller Lite Launches New Mural Initiative In Brooklyn

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.

If you’ve got questions about experiential marketing, contact BeCore today! They’d love to partner with you!