Molson Coors’ Miller Lite has tapped Colombian singer Jose Alvaro Osorio Balvin, better known as J Balvin, to again reimagine the beer brand’s iconic “Miller Time” slogan with a multifaceted campaign, including new hyper-limited-edition cans.

The campaign, dubbed “Es Jose Time,” aims to leverage the likeness of the lesser-known Jose Alvaro Oscorio Balvin. The effort recently kicked off with a staged pop-up event at a Bodega in New York where J Balvin and Miller Lite surprised fans with the vibrant, limited-edition cans and used footage as part of the ad campaign (view video here).

Attendees were also able to have a beer with Balvin and get a first look at the limited-edition cans he designed in collaboration with the beer brand. The design is simplistic and depicts a neon aesthetic and a smiley face with lightning bolt eyes (a nod to Balvin).

According to Marketing Dive, the effort was developed with creative agency Alma, and future merchandise and other “unexpected experiences” with Balvin are still to come.

In addition, a sweepstakes running in select states offers consumers a chance to win one of the special J Balvin cans and other Es Jose Time swag at EsJoseTime.com. Miller Lite and J Balvin are also incorporating a cause element in the campaign, supporting bodegas, corner stores and other similar Latino-owned businesses with a $50,000 donation for Accion Opportunity Fund. The nonprofit provides affordable capital, educational resources, coaching and networks to small business owners and advances racial, gender and economic justice.

"What I love about my partnership with Miller Lite is how we are showing my human side," said Balvin in a media release. "At the end of the day, I'm Jose, a guy who loves spending time with his close friends, and 'Es Jose Time' shows just that. I'm proud to be working with a legendary beer like Miller Lite and I appreciate that they embrace me for who I am. Plus, I think it's beautiful to see my name on the can."

Over the next couple of months, J Balvin and Miller Lite will roll out TV spots, social content, and more “Es Jose Time” surprises to emphasize the importance of spending quality time with family and friends.