Miller High Life:
The Pursuit of the High Life
CHALLENGE: Rebuild relevance with millennial drinkers without abandoning our core consumer. The Millennials have been around long enough to see through overhyped marketing. They strive to get back to real and live by doing things with integrity and passion.
STRATEGY: Get back to the original intent of the High Life and infuse our values into everything we do and how we do it.
SOLUTION: The good life is out there if you know how to look for it.
TEAM: Jaclyn Phenicie (Sr. AD), Amber Davis (Sr. CW), Dan Marcus (Sr. AD), Matt Denten (ECD), Melanie Larson (CD), Justin Cox (ACD)
ACTIVATIONS: Thought starters seen below center around seek outing and celebrating the good things in life.
Let the rebranding begin.
We began with imagery and quickly jumped to photoshoots. We needed the candid energy of a party, of the lifestyle we were looking to target. From there we explored the rich history and design of High Life to breathe new life into as we pushed into merch.
