The holidays are a special and important time to reconnect with family and friends and consumers are more likely to flex their alcoholic beverage choices during this time of year and therefore beer can sometimes be overlooked. Retailers often reinforce this, even though beer sales are still twice that of wine or spirits Nove-Dec. Therefore, maintaining share of features and displays out of the Fall/Football season into the holiday season is difficult.

To further build on Miller Lite’s annual Ugly Sweater program, we were briefed to develop breakthrough, thematic packaging for Miller Lite holiday pints utilizing the Holiday 2019 theme and existing alu pint design .

Extending the holiday theme to packaging would help the brand celebrate the holidays in a distinct and unmistakably Miller Lite way and establish Miller Lite as the celebratory light beer choice to offer your family and friends.

Our solution was to develop a winter knit design for Miller Lite across all pack faces to connect and dramatize both pint and pack, creating a unique limited edition design that when tessellated horizontally or vertically creates a bigger, dramatic holiday display.