Solution

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Taking a phased approach, I created a thematic logo lockup that could lend itself to customization while maintaining a consistent visual presence in the market. Then, creating an illustration with various food items to keep grilling top of mind for consumers. Finally, blend the new Miller Lite brand equity into the promotion to create a unique and identifiable campaign. From social media strategy and public celebrity appearances, to custom shopping bags and retail kits—this promotion fanned the flames of both foodies and beer lovers across the nation.

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Challenge

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Summer is prime time for beer brands to hit the market hard. Miller Lite is back with a vengeance, and needs to make a splash to resonate with consumers. Create a unique promotional platform that can span throughout the summer and beyond, featuring famous foodie Guy Fieri.