reBuilding a brand: Miller Lite

I spent 3 years transforming Miller Lite from a forgotten legacy brand to a beloved classic. We started by establishing what Miller Lite stands for: a simple, fun-loving brand that doesn’t take itself too seriously, uses self-awareness to its advantage, and inserts itself into culture. Then we set out to earn an unfair share of attention, mainly through brand activations and PR stunts, all while backing it up with standout traditional media campaigns along the way. The result was a complete turnaround for the brand and year-over-year increased sales.