Miller Lite

In an effort to shake up the cliché-addled light beer category, Sandstrom created new Miller Lite bottles, cans and shippers with a powerful idea that disrupted the entire category. Usurping the quintessential beer commercial, the packaging (cans) became the primary communications medium, featuring funny, unexpected and disarming copy about the beer, the brewery and life.
The interactive labels spoke directly to beer drinkers, bringing personality to even the most mundane legal copy, with lines such as, “Union made with cheerful enthusiasm.” The result of all this general mischief and mayhem? Miller Lite’s sales rebounded after six-quarters of declining sales, the brand became more popular than ever, and Bud was really, really cranky.