Miller Outdoor, Design & Branding Hold True by Juniper Park \ TBWA

Hold True

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Industry Beers and Ciders
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Design & Branding
Market Canada
Agency Juniper Park \ TBWA
Chief Creative Officer Terry Drummond, Alan Madill, Barry Quinn
Creative Director Louis Duarte
Art Director Gerardo Agbuya, Angela Vuong
Copywriter Jesse Wilks, Carolyn Crystal, Julia Wallace
Designer Jose Garcia, Dave Kenny, Cody Sennyuen, Kevin Umana
Released October 2016

Awards

Cannes Lions 2017
Design Comprehensive Branding Programs: Rebrand / Refresh of an existing brand: Consumer Bronze Lion

Credits & Description

Title: Miller Lite
Title: LITE ORIGINALS
Agency: Juniper Park\Tbwa
Entrant: Juniper Park\tbwa, Toronto
Brand: Miller Coors
Country: Canada
Entrant Company: Juniper Park\Tbwa, Toronto
Advertising Agency: Juniper Park\Tbwa, Toronto
Chief Creative Officer: Barry Quinn (Juniper Park\Tbwa)
Chief Creative Officer: Alan Madill (Juniper Park\Tbwa)
Chief Creative Officer: Terry Drummond (Juniper Park\Tbwa)
Creative Director: Louis Duarte (Juniper Park\Tbwa)
Designer: Cody Sennyuen (Juniper Park\Tbwa)
Designer: Dave Kenny (Juniper Park\Tbwa)
Designer: Kevin Umana (Juniper Park\Tbwa)
Illustrator: Ryan Lynn (Ryan Lynn Designs)
Senior Marketing Director: Greg Butler (Millercoors)
Marketing Director: Sheryl Rosa (Millercoors)
Marketing Director: Cris Rivera (Millercoors)
Group Account Director: Adrian Goodgoll (Juniper Park\Tbwa)
Account Supervisor: Heather Maclaren (Juniper Park\Tbwa)
Account Executive: Amy Liu (Jp\Tbwa)
Account Executive: Michael Leutner (Juniper Park\Tbwa)
Copywriter: Carolyn Crystal (Juniper Park\Tbwa)
Designer: Jose Garcia (Juniper Park\Tbwa)
Copywriter: Jesse Wilks (Juniper Park\Tbwa)
Art Director: Gerardo Agbuya (Juniper Park\Tbwa)
Copywriter: Julia Wallace (Juniper Park\Tbwa)
Art Director: Angela Vuong (Juniper Park\Tbwa)
Illustrator: Conrad Garner (Conrad Garner)
Illustrator: Charles Glaubitz (Charles Glaubitz)
Illustrator: Andrew Fairclough (Kindred Spirits)
Campaign Description:
Miller Lite is the original light beer and recently released its original white can. Younger drinkers (21yrs+) took notice so we visually condensed the reissued packaging into the Minimalist Can icon. It became the core of the new visual ID. This new Minimalist Can icon is bold, medium neutral, and constantly evolving. It allows us to say more with less words.
Strategy:
Brand relevance: We are an original and now we looked like one. The new Vis ID allowed us to retain our history and stay relevant with today’s beer drinkers.Choice of campaign elements: The visual ID was launched through the line: online, TV, OOH, social, at point of sale, on-premise, at festivals and at stadiums.Target audience: Younger male drinkers (21-27 years old, both general market and Hispanic) who have not been considering Miller Lite.
Synopsis:
Situation: Miller Lite was becoming out of touch with younger drinkers. Most people had forgotten they invented light beer. Plus, it looked like a brand for people 45+ years old, even though the liquid was exactly what younger drinkers wanted.Brief: Create an identity so bold it could not be mistaken, yet malleable enough that it could be kept fresh enough to be noticed by todays cord-cutting, YouTubing, Snapchatting, bar hopping, C-store shopping, brand promiscuous, beer drinkers.Objective: Be an original again. Modernize the brand without losing the timeless core. Once again be relevant to younger 21+ year old drinkers.Project Scale and Volume: National visual identity across all consumer touch points: TV, Online, OOH, Print, Social, On-Premise, Retail and Live Events
Outcome:
The Miller Lite brand has reversed years of negative momentum and is growing again. Since the launch of the new visual identity in early 2016, Miller Lite has been on a streak of back-to-back quarterly share growth against Bud Light, a longtime nemesis and market leader. Support is up with distributors and cultural partners, who have completely embraced this new approach. More importantly, they've seen similar improved penetration with young drinkers and specifically Latino drinkers.
Execution:
Design elements and their integration: Minimalist Can is the core of the visual identity and has been constantly morphed and updated into the interests and passions of our drinkers. Design touch points: online, TV, OOH, print, social, at point of sale, on-premise, at festivals and at stadiums.Materials, style elements, design choices: Our goal was to create an identity so bold it could not be mistaken, yet malleable enough that it could be kept fresh enough to be noticed in todays always on mediascape. All design choices were made for maximum impact, customizability and use across media and channels.Design development and process: Scale: US National