Our main objective was to boom sales. Then enhancing Miller’s cool image and its relation with music.

We decided that we should work on a point of sales material. It was the best way out to overcome obligations. So our formula was a POP material related to music that attracts consumer’s attention and directly drive sales. We went back to basics: The package! We designed a 6-pack package. One side as a casette player and other side as a speaker. This way when you bring three 6-packs side by side; they form a boombox.

Without any verbal message, the idea itself calls consumers to buy three packages instead of one in an original way. Also the design was obviously eye catching in market, based on music theme and enhances Miller’s cool image.

10,000 multi packs were launched. 10,000 additional multi packs were ordered immediately.