Miller Lite.
You’re Welcome

The backstory

Miller is the original light beer. As a one-dimensional fact, this has little meaning or relevance to beer drinkers. But it can become the cornerstone of Miller Lite’s story — by asserting the brand as the original and still the best. They invented a whole new type of beer with Miller Lite, the light pilsner.

The idea

Miller invented light beer. Establish the authenticity of Miller Lite that comes from being the original light beer, an icon, and the standard setter in the category.

The result

A campaign that not only tested better than any work ever for Miller, but also hit the gas pedal on the momentum behind the resurgence of the brand.

CREATIVE CREDIT: Dave Hernandez and Mark Bruker