ROLE

VP Creative Director, Copywriter

FOR

Miller High Life

DATE

2020

TYPE

Packaging, retail, shopper

The “Champagne of Beers” is known for its iconic glass bottles. But in the summer, 75% of beer drinkers choose cans. Miller High Life needed to maintain its Champagne identity while still making it into coolers across America. So we transformed every can into a coupe glass. Turned packaging into Champagne towers and built eye-popping displays on an economy beer budget. TV, digital, social and in-store encouraged people to celebrate summer’s little wins with our celebratory cans, and shoppers snatched them up, driving an 11% increase in sales.

Winner of a Bronze Effie Award