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MillerCoors Targets Miller Lite Turnaround With New Bottle, Ads

March 11, 2013

MillerCoors is attempting to revive its struggling Miller Lite brand in the U.S. with a new bottle design and ad campaign. According to news reports, the new packaging will feature broader shoulders and a narrow mid-section, and is intended to help boost Miller Lite’s on-premise presence in particular.

Slated to rollout in May, the updated bottle will be backed by a comprehensive marketing campaign under the brand’s “Miller Time” tagline. The new campaign will include 14 TV spots and feature appearances from celebrities like actors Ken Jeong and Vince Vaughn, musician Questlove and mixed martial artist Chuck Liddell. Miller Lite, which has suffered single-digit declines the past several years, fell 1.1% by volume in the U.S. market last year to around 14.7 million barrels, according to Impact Databank.

MillerCoors also plans to continue buttressing its recent Third Shift and Redd’s Apple Ale launches with significant ad support looking ahead. The latter will be extended with a strawberry variant, Ad Age reports.

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