Miller Lite: How brand re-birth created brand growth

This case study explores how Miller Lite (ML) reinvigorated its iconic brand in the US by rediscovering its roots and the 1970's ML packaging.

Miller Lite: How brand re-birth created brand growth

Campaign details

Category name: BeveragesAgency: Turner DuckworthAdvertiser: MillerCoors

Executive summary

Miller Lite in the USA is the original light beer, the brand that created the light beer segment that now makes up half of US beer. Fierce competition over the last two decades turned Miller Lite into an imitator, losing relevance, diferentiation, and 30% of sales. Gannon Jones, Head of Miller Lite Brand Marketing, observed: “We had lost our way and had started to follow our competitors instead of being true to who we are.”

In 2014, Turner Duckworth set...

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