Miller Lite’s new visual identity got a big recognition earlier this week at the leading international advertising awards festival.
The work received a bronze award in the design category at the Cannes Lions festival. The award was for refresh of an existing consumer brand.
“While awards like this shouldn’t drive the creative process, it’s a huge vote of confidence when our hard work is recognized,” David Kroll, chief marketing officer for MillerCoors, wrote in a note to employees. “We are building brands the right way, and that means curating creative the right way.”
Juniper Park/TBWA was the agency behind the identity. You can watch the Miller Lite entry video here.
The identity is a minimalist take on the iconic Miller Lite white can. The simple design has been incorporated into Miller Lite’s “Hold True” campaign to provide a consistent look from social channels to billboards to television to retail.
“The Design Lions celebrate visual craftsmanship,” according to the Cannes Lions web site. “Entries will need to demonstrate how design has been used to define a brand or communicate its key messages. That is, work in which a unique visual identity leads to consumer recognition or understanding.”
Greg Butler, senior director of brand marketing for Miller Lite, spoke to the power of the design at a distributor meeting in March.
“Our ‘minimalist’ look is simple yet striking, contemporary yet authentic, and, most of all, it is a look that is highly unique to Miller Lite,” he said. “We believe that every great brand in the 21st Century must be able to establish this kind of breakthrough identity to win … and our minimalist look rivals today’s leading brands.”
He added that the “Hold True” campaign and the visual ID will work together to help “engage and intrigue a whole new generation of Miller Lite drinkers.”
Miller Lite has taken share in American Light Lagers for 10 straight quarters, according to Nielsen.