Miller Lite Reinvigorates Brands With New Attitude.

With the new year comes a whole new attitude for Miller Lite, the creator of the light beer category and the world’s most authentic light beer. An energetic new look and feel will be seen beginning this month, everywhere beer drinkers see Miller Lite. Miller Brewing Company is unveiling a new logo that reflects the brand’s new spirit and a comprehensive marketing plan to deliver it to consumers.

“We’re out to reinvigorate the adult beer drinker’s experience with Miller Lite,” said Bob Mikulay, Miller’s executive vice president of marketing. “We are unveiling a new look and attitude for Miller Lite with a year-long commitment to creating memorable and exciting – often unexpected — experiences for consumers to share with this great beer.”

Starting immediately and available nationwide by the end of January, a fresh and modern Miller Lite logo will adorn all bottles, cans, packaging, point-of-sale materials and signage in stores and on delivery trucks. Research shows that Miller Lite’s new look sets the brand apart from other brands and is preferred by consumers by a 4-1 margin to the old packaging. Anecdotally, consumers point out that the new packaging better reflects the award-winning beer inside.

Several new editions of the popular Miller Lite “Storytellers” advertising campaign will air in early January, which includes the brand’s new visual identity. In one spot, entitled “Catfight,” two attractive women turn the traditional “tastes great-less filling” argument into an all-out brawl ending in a mud wrestling match. The spot then shifts to a bar where several male friends return to reality after imagining their ideal commercial –while their female friends
express their obvious disdain.

Consumers will also see a national print campaign in popular magazines such as Maxim, ESPN the Magazine and the ever-popular Sports Illustrated Swimsuit Issue, which will include a special Miller Lite calendar. In addition, Miller Lite has also entered into a large-scale partnership with Playboy that will engage Miller Lite drinkers in a familiar game — but in a totally new way.

“Miller Lite is engaging a whole new generation of beer drinkers — 30 years after establishing the light beer category,” said Mikulay. “We’ve got some exciting events planned; beer drinkers should watch for some spectacular stuff coming from the brand throughout 2003 and beyond.”