MillerCoors is to return all of its Miller Lite branding to the beer's original 1975 “classic” design.
The redesign covers all Miller Lite packaging
The company said the overhaul, which will even include Miller Lite delivery trucks, follows a successful launch of a limited-edition Original Lite Can in January. Consumer reaction was “positive” and MillerCoors, the US JV between Molson Coors and SABMiller, kept the cans in market and changed Miller Lite bottles in August, the company said.
"What we learned through this process was that our history means something special to consumers," said Miller Lite's senior marketing director, Ryan Reis.
The original design will also be used in Miller Lite's sports sponsorship, including the brand's NASCAR tie-up with Brad Keselowski. On-trade accounts will be given wooden tap handles, new "Lite On Tap" neons and other point-of-sale materials.
North America has been a difficult market of late for light beers. In February's 2013 FY results for MillerCoors, Coors Light sales fell by low-single digits, while Miller Lite saw a high-single digits sales drop.
However, after H1 results were released in August, Stifel analyst Mark Swartzberg said there were signs of improvement for Miller Lite.
Sectors: Beer & cider, Marketing – advertising & promotions
Companies: SABMiller, Molson Coors
