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.
It's important alright, but authenticity in beer labels is no trend.
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.
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.