A blind mountain-climber gave an inspirational speech at the recent MillerCoors distributor convention. It might have been part of an overall theme. Blind luck appears to have played a key role in Miller Lite's recent business uptick in the wake of the arrival of its original-looking white can. But hey, there's nothing wrong with luck, blind or otherwise. Nothing at all.
| Lite's white can began as a "limited edition" retro design timed to arrive in market coincident with the brand's placement in "Anchorman-2." It found traction. Lite began posting sales gains for the first time in a long time. It had everything to do with the can design change, and not much to do with the movie. |  "Anchorman 2" promotional piece |
According to the top Lite marketing guy, the retro white can attracts older drinkers "because they remember it and it brings back great memories," as well as younger drinkers "because of its authenticity." He called authenticity "an important trend these days."
It's important alright, but authenticity in beer labels is no trend.
It's important alright, but authenticity in beer labels is no trend.
 |  2014 |
In an earlier article here, we lamented the absence of "signature elements" in light-beer label designs, the sorts of heraldry that provide the basis for authenticity. All three major light beer brands featured slick stylized designs, largely void of any tradition cues. Over the years, Lite had lurched toward Coors Light's silver, then Bud Light's blue, all the while shedding its heritage elements (as the timeline shows). In the white can, all Lite's missing elements have now returned.
In the same article, we longed for the "little facts that add legitimacy to, and build kinship with a brand." Authenticity on the label, together with authenticity in the beer. Now, facts like Pilsener brewing reportedly will be playing a larger role in Miller Lite's ads. That's a good move, too.
Seeing authenticity and distinctive product facts produce results in the market should not have come as a shock. MillerCoors already had a seven-year long internal case-study to prove it would work.
In the same article, we longed for the "little facts that add legitimacy to, and build kinship with a brand." Authenticity on the label, together with authenticity in the beer. Now, facts like Pilsener brewing reportedly will be playing a larger role in Miller Lite's ads. That's a good move, too.
Seeing authenticity and distinctive product facts produce results in the market should not have come as a shock. MillerCoors already had a seven-year long internal case-study to prove it would work.
| The MillerCoors premium brand with the longest streak of sales growth used to be called "Original Coors." Its momentum got rolling when the "Banquet" name was resurrected, and packaging was returned to its heritage. Ads touted the beer's distinctive ingredients. |  |  |
With all this solid learning, you'd think the lesson of authenticity and tradition must now have finally settled in at MillerCoors. Think again.
At the distributor meeting, "special edition" Coors Light graphics were also announced for the summer. According to the same top marketing guy, the young drinkers who value the authenticity of the Miller Lite white can also want new ways to "badge themselves." Huh?
He called it "millennial-driven design" and here's what that looks like on a can.
At the distributor meeting, "special edition" Coors Light graphics were also announced for the summer. According to the same top marketing guy, the young drinkers who value the authenticity of the Miller Lite white can also want new ways to "badge themselves." Huh?
He called it "millennial-driven design" and here's what that looks like on a can.
| The idea is to follow up on the brand's "shatter graphic" used in an earlier limited-edition package. And another new Coors Light design will arrive in the market this season, in the form of the citrusy Coors Light "Summer Brew" sunshine/mountain/ shatter-esque/orange/yellow look. All this special-edition graphic disruption seeks to ape whatever success Coca-Cola has had with its limited-edition themed cans.  |   |
But soda pop isn't beer. To us, after a couple of decades of graphic disruption package designs, Miller Lite wisely zigs toward building authenticity. But Coors Light mistakenly zags in the opposite direction, obscuring (literally) authenticity in favor of the avant garde. Go figure.
Since its creation, MillerCoors has yet to demonstrate they can grow both their big light-beer brands at the same time. If the intent now is to have one brand take advantage of authenticity, while the other chases "millennial design," we expect no change in trend: one will grow, one will not.
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