Cannes Lions

Miller Lite Baseball Visual Identity

TURNER DUCKWORTH, London / MILLER BRANDS / 2017

Presentation Image

Overview

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Credits

Overview

Description

To resonate with true baseball fans we created a dynamic visual identity. By leveraging the team’s script logos we could speak to true fans while retaining our brand identity through secondary branding and our iconic colour scheme.

Execution

The packaging and posters are bold and impactful in their communication of the team’s logo through our iconic brand colours. The wearables are classic and timeless fitting their exclusive availability through our brand, rather than the club store. The visual identity embodies both the excitement of the game through the packaging and posters, and the enduring commitment of the fans by designing bespoke, iconic wearables.

Outcome

Our Baseball VIS 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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