Miller Time Rolls On With New Ads, Packaging Changes For Lite Brand

Miller Brewing is extending the offbeat campaign for Miller Lite to the brand’s cans and bottles, which will feature the Miller trademark for the first time and bear such messages as “Hi there” and “No assembly required.”
Those changes, as well as a raft of new ads for Lite and other brands, were introduced to Miller distributors at the Milwaukee brewer’s business meeting last week in Houston.
The new Lite packaging takes its attitude from the “Dick” campaign from Fallon McElligott, Minneapolis, and should draw attention to the brand in a similar fashion, said Jack Rooney, the brewer’s vice president of marketing.