Miller Lite X Baseball
The Challenge
Baseball is a popular beer-drinking occasion and highly important for Miller Light to activate as a brand. Miller Lite wanted to get fans excited about baseball and keep Miller Lite top of mind when watching or preparing for the game. We were tasked with ideating ways Miller Lite could activate against the occasion and to develop a visual identity that could work on a national and alliance-based level while still fitting into the overall brand world.
The Team
CD: Kyle Reading
Sr. AD: Jackie Tucker
Copywriter: Heather Robertson
Agency: Arc Worldwide -
Leo Burnett Group
Client: Molson Coors
The Key Skills
Design Platform
Brand and Thematic Fusion
National and Local Design
Visual ID Development
The Solution
We came up with two approaches based on channel for the brand to visually show up. For any off-premise uses (grocery, liquor, and convenience stores), we tapped into the home viewing occasion. In these settings, I brought the iconic Miller Lite illustrated can to life in an at-home setting by situating fan-cans on a couch. This visual could then be customized for different alliance markets. For any on-premise uses, I stayed closer to the established brand world of showing multiple illustrated cans - one for the brand and one for the occasion. However, I brought energy and excitement to the visual by implying a cheersing effect. These visuals were used to create point-of-sale materials, eCommerce designs, on-premise tools, social media assets, and support for any brand activation.
National Off-Premise Key Visual
Customizable Alliance Off-Premise Key Visual
Alliance In-Store Display
Fan-Can Social Asset
Illustrated Cans Social Asset
On-Premise Table Tent
On-Premise Coaster