After exploring different Americana themed designs the flag was the clear favorite capturing the hearts of American consumers who love to celebrate their country and it’s achievements. The iconic American flag is a poignant image for all Americans and it’s simplicity works on many levels, which is reflected in the success of these packs.

Our brand colours naturally fit with the American flag, helping us retain Miller Lite’s equities while dialing up the use of red and white to create the stripes. Resulting in huge off premise displays that showcase the impact of Miller Lite’s American flag. By manipulating our equity colours we have interesting and ownable singular packs that in themselves are proudly American and are successful in conveying this message at the cooler, or on shelf.

Overall, the 24pk experienced a 3.3pt trend improvement from last summer, which in a declining (and increasingly competitive market) is a hugely successful campaign for Miller Lite. This packaging added to the brand’s value by reasserting Miller Lite as the original Lite beer, by genuinely reaching the emotional connection between the consumer and Miller Lite.