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...