Miller Lite invented the Light Beer category in 1975 and built a pretty great brand in the process. However, over the years the brand had gotten watered down by chasing trends, failing to evolve during changing times, and flat out just being boring. So, we partnered with our clients at Molson Coors who asked us to inject new energy and cultural relevancy into the brand. Over the course of 3 years, we made a lot of work. And most of that work inserted itself into culture in a way that made the press take notice and got people to love the brand again. We landed epic brand partnerships, created new products that sold out in minutes, saw our creations resold for massive markups on the secondary market, poked fun at our competitors, stole $uper Bowl media spend from AB, made Miller Lite synonymous with summertime grilling, made drinkable beer ornaments, became the first brand to open a bar in the metaverse, got our work into a famous art museum and freaked a bunch of illegal streamers (and clients) out.

The result was multiple BILLIONS of earned media impressions for very little cost, a boatload of awards, and most importantly a complete 180 in brand perception and growth in both sales and market share by 2023. It was an honor to lead the team on this and to work with such ambitious clients.