This fall, Miller Lite is returning to its original look on all packaging and across all marketing materials.
“The decision to bring back our original look was an important one for this brand,” said Miller Lite Senior Marketing Director Ryan Reis. “It’s authentic, proud and highlights what has always been true about Miller Lite since it was first brewed. It’s a high-quality beer worthy of those moments with friends.”
Early advertising from the brand told people Miller Lite was “everything you wanted in a beer, and less,” and that promise remains alive and well today, according to the company. Miller Lite has won seven medals at the annual Great American Beer Festival and biennial World Beer Cup competitions, including five gold medals.
The words ‘A Fine Pilsner Beer’ are prominently displayed, as that is the simple end goal of each batch of Miller Lite, which uses a unique brewing process to attain its crisp pilsner flavor and aroma. Designed to give Miller Lite more real beer taste, hops are added at three distinct times throughout brewing.
To celebrate what sets Miller Lite apart from other light beers, the brand re-introduced the Original Lite Can in January for what was supposed to be a two-month promotional window. Miller Lite says consumer response to the brand’s authenticity and story was so positive that the brand kept the Original Lite Can in market and changed the bottle in August.
“What we learned through this process was that our history means something special to consumers,” said Reis. “We’re immensely proud of what Miller Lite stands for and the new direction reminds people of not only where we came from, but where we’re going as a brand.”
Helping to tell that story are changes on all packaging formats across the portfolio. From 12-packs to aluminum pints, consumers will now find the original light beer inside new white and navy secondary packaging featuring an emphasis on the brand’s new logo, bolder cues of barley and hops, and language that defines the brand’s special brewing process. It reinforces the purpose behind the beer—to have great taste, color and aroma in a pilsner beer, with only 96 calories.
Changes will go beyond just packaging. The original look will make its way into bars across the country, not only courtesy of new delivery trucks donning the new look, but via American-made wooden tap handles, new “Lite On Tap” neons and other point-of-sale materials.
The Miller Lite design also will be prevalent throughout popular Miller Lite sports alliances, including AT&T Stadium in Dallas, Bank of America Stadium in Charlotte, Consol Energy Center in Pittsburgh, Joe Louis Arena in Detroit, Lambeau Field in Green Bay, Lincoln Financial Field in Philadelphia and Soldier Field in Chicago.
Additionally, Brad Keselowski, the 2012 NASCAR Sprint Cup champ, is bringing the new look to victory lane as he and his team push for another championship in the 2014 Chase.