Miller Lite Summer

After Miller Lite’s hugely successful rebrand in 2014 with the re-release of the original can we have been working with Miller Lite to create exciting and attention grabbing packaging to deliver volume growth in grocery and liquor stores in the USA.
We were briefed to create packaging to celebrate American pride at casual, get-together occasions over a summer filled with patriotic events for the United States. Miller Lite’s perspective as a proud American brand, just like its ‘everyman’ target market, was imperative to communicate over social occasions such as the Olympics, the Presidential campaigns and the summer holidays.
After exploring different Americana themed designs the flag was the clear favorite capturing the hearts of American consumers who love to celebrate their country and its achievements. The iconic American flag is a poignant image for all Americans and its simplicity works on many levels, which is reflected in the success of these packs.
Our brand colors naturally fit with the American flag, helping us retain Miller Lite’s equities while dialing up the use of red and white to create the stripes. Resulting in huge off premise displays that showcase the impact of Miller Lite’s American flag. By manipulating our equity colors we have interesting and ownable singular packs that in themselves are proudly American and are successful in conveying this message at the cooler, or on the shelf.
Overall, the 24pk experienced a 3.3pt trend improvement from last summer, which in a declining (and increasingly competitive market) is a hugely successful campaign for Miller Lite. This packaging added to the brand’s value by reasserting Miller Lite as the original Lite beer, by genuinely reaching the emotional connection between the consumer and Miller Lite.