Miller Lite

Situation: Miller Lite had been the leading light beer in Texas since it’s introduction in 1975. But since the mid 90’s it had been slowly losing its “state beer of Texas” image. The challenge for us was to return Lite to its “insider” status and to do it within the context of the new, national Miller Time OOH campaign. Solution: To be an insider you have to know what only an insider would know so we designed out of home boards that did precisely that. We picked topics and images that only locals would understand. Things like a beach in Austin known for it’s nude sun bathing and some mysterious lights that can be seen in the skies over Marfa. We also made the product visually integral. We knew we had it right when in the meeting with the Miller execs from Milwaukee and Dallas, the Dallas guys laughed while the Milwaukee guys just looked puzzled.