Cannes Lions

Miller Lite Baseball Packaging

TURNER DUCKWORTH, London / MILLER BRANDS / 2017

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Overview

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Credits

Overview

Description

The secondary packaging captures the moment every baseball fan wants to witness – his team sliding into homebase.

Execution

Through using the traditional home uniform colours of all white, we were able to create a consistant link with all 6 teams to our iconic white brand colour palette yet still capture the authentic team kit detailing which changes per pack.

Outcome

Our Baseball packaging was executed in 8 US markets (Detroit, Chicago, Cleveland, Kansas City, Milwaukee, Pittsburgh, Baltimore, and Detroit) to support our alliance partnerships. All Alliance Markets (except Milwaukee) grew STR volume (sales to retailer) and improved previous year’s trend.

• Because of the strong results in alliance markets, we continued with alliance-specific small packs for 2017 Baseball packaging, and added the thematic 24pk/30pk.

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2023, MILLER BRANDS

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