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Miller Lite // Brand Repositioning

It's a little known fact that Miller Lite was America's original light beer. In an effort to take back what was ours, we needed to re-establish the credibility in our award-winning liquid and confidently share that story. We started by bringing back the white can and sales jumped. There was something there. Working closely with our strategists, we performed research on our Millennial drinkers. These Millennials are seeking authenticity in the brands they buy and champion, now more than ever. They want brands to be real, honest and drop the artifice and bullshit. We set the strategy that Miller Lite is brewed differently for those that keep it real, come as they are and always stay true to who they are.

Project Roles
Content Producer, Strategist
Company
TBWA\CHIAT\DAY
Skills
Brand Strategy, Breakbeat, Broadcast, Consulting, Content Management, Content Strategy, Low Budget, Managing Budgets, Marketing Strategy, TV
Media
Advertising
Project Industries
Advertising
Miller Lite // Brand Repositioning