Miller Lite needed to unlock an emotional advantage.
The brand had spent the previous 5 years in a functional world; shouting their superiority claims to every drinker with a set of eyes and ears. But, it didn’t matter. Light beer was becoming less relevant year-over-year and had the volume declines to show it…so, the brand - and category - had to pivot.
I could write in detail about how we looked at the largest emotional drivers in the category, hunted for insights, found cultural references, etc. But, at the end of the day, the thought is uncomplicated…
Light beer wins when people are hanging out, which Americans are doing less of now than ever. “It’s Miller Time” is the brand’s most distinctive asset and, at its core, a synonym for hanging out with friends. So, we just needed to find a culturally relevant enemy to push off from…enter social media in 2019.
The brief was simple.
Social media is no substitute for Miller Time.
The idea is equally simple.
Miller Time is the original social media.
Role: Senior Strategist (brand repositioning, insight development, brief writing, comms. planning, and all the usual strategy things…)