It's a little known fact that Miller Lite was America's original light beer. In an effort to take back what was ours, we needed to re-establish the credibility in our award-winning liquid, confidently share that story and authentically connect with our target customers in a new way.

We started by bringing back the white can and sales jumped. There was something there. Working closely with our strategists, we performed research on our Millennial drinkers. These Millennials are seeking authenticity in the brands they buy and champion, now more than ever. They want brands to be real, honest and drop the artifice and bullshit. We set the strategy that Miller Lite is brewed differently for those that keep it real, come as they are and always stay true to who they are.

Sales are up and we're re-capturing share. Cheers to that!

Credits:

Agency: TBWA\Chiat\Day LA

Executive Creative Director: Fabio Costa

Creative Director: Mark Peters, Jason Karley, Rick Utzinger, Matthew Woodhams- Roberts, Dave Horton

Senior Art Director: Dave Estrada

Senior Writer: Nick Ciffone

Director of Production: Brian O’Rourke

Executive Producer: Anh-Thu Le

Senior Producer: Stanton Hill, Aileen Bailat

Business Affairs: Dorn Reppert

Account Supervisor: Tommy Cottam: