MILLER LITE

PROBLEM

Miller Lite was losing the summer season and relevance among young men (LA21+). Equity in “It’s Miller Time” was eroding as the brand had failed to keep it top-of-mind over the years

TRUTH

Young men (LA21+) treat their summer as if they still have it off - shirking responsibility in favor of fun as much as possible

PERSPECTIVE SHIFT

From “Miller Time” is something the brand owns and defines

To “Miller Time” is defined by the people who enjoy it all summer long