New bottle design stands tall with distinctive broad shoulders and contoured grip.
June 5, 2013
by Canadian Packaging Staff
Miller Lite has upgraded its bottle with a sleek design offering an innovative contoured shape that is a modern interpretation of the brand’s legendary long neck.
Available in bars and restaurants this summer, the new look bottle has broad shoulders and a contoured grip, which MillerCoors says will provide easy handling for the consumer.
As well, the bottle defies the convention of the standard cylinder-shaped bottle, helping Miller Lite stand out among the brown bottle sameness of other light beers.
“Miller Lite is giving beer lovers a long-overdue reinvented look and drinking experience with the breakthrough new bottle design,” says Miller Lite senior director Ryan Reis. “In our testing, consumers overwhelmingly preferred the new bottle to the standard beer bottle. We’re proud of the new design and we’re excited to see how everyone reacts to our new look. This time when you grab a Miller Lite, you’ll know it.”
The bottle was developed by the industry-leading designers from 4sight inc., a company MillerCoors says is renowned for its revolutionary product and package innovations.
By engaging existing Miller Lite consumers in interactive brainstorming and targeted focus groups,, 4sight inc. collected key insights to create a bottle that would reflect what consumers were looking for in their drinking experience and give them a new tool to take their Miller Time celebrations with friends to the next level.
“The beer category is focusing heavily on packaging design innovation and the new bottle from Miller Lite will take this category to new places,” says 4sight president Stuart Leslie. “We are proud to help Miller Lite use design as a tool to influence the market and continue to be an industry leader.”
To support the new bottle, two new television commercials will air May 20th that focus on the bottle design. The new Miller Lite bottle is currently featured in nationwide spots featuring Ken Jeong, Questlove and Chuck Liddell. The product launch is also supported by print, radio, out-of-home and digital advertising, retail point-of-sale and public relations.