We created a suite of over 25 market-specific illustrations to playfully combine two beloved icons — the Miller Lite can and symbols of local pride. The can is always activated in a different way across the system, like being cracked to resemble the Liberty Bell, transformed into a camper trailer, or crushed by everyone’s favorite Sasquatch. The approach demonstrates the self-aware, playful nature of the brand as well as how Miller Lite is truly in tune with local culture. Local teams have fully embraced the illustrations in their markets, deploying them across posters, billboards, packaging, social media, in-store product staging, venue executions, truck wraps, merchandise, and more.
