Miller Lite is America’s original light pilsner beer and as America’s finest beer brand they support many of the country’s most famous sports teams including the Chicago Bears football team. To celebrate the history of their famous team partners, Miller Lite briefed us to create a set of commemorative cans.
The brief was to celebrate three significant milestones in the Chicago Bears early history, specifically events that shaped the team during 1920, 1921, and 1922. We referenced images, icons and ephemera from the Chicago Bears archives of Wrigley Park playing field, mascots and the team uniforms of the day and brought them back to life in our Miller Lite illustration style and distinctive colour palette.
The combination of the Chicago Bears rich history and Miller Lite’s original roots in American culture allowed us to create three striking and meaningful (to the fans) limited edition cans. The cans were released onto the market individually and garnered much comment in both traditional and social media channels, quickly becoming collectors items and resulting in a 24% sales uplift for the brand.