Miller Lite Beer
This Miller Lite outdoor advertising campaign was selected specifically for the Chicago Market. Target areas were selected by various criteria including demographics, geographics and other factors with a skew towards hip and trendy areas. Each Chicago site selected was unique in its execution and design. All featured a retro or nostalgic look of some kind. The creative shown here was by Juniper, a Canadian agency, and featured the “retro” look of Miller Lite’s canned beers that was originally introduced in the mid 1970’s. For this execution, over 9300 flickering sequin disks each measuring 1 ½” in diameter were installed by Outdoor Impact. In keeping with the “retro” theme, Miller switched the look of its cans back to the original look. According to Miller Coors, this switch generated a positive consumer response. Curiously, according to a senior marketing director at Miller, "A lot of people said, 'I think the beer even tastes better,' "
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