Miller Brewing Company, the US beer arm of the SABMiller, is to revamp its Miller Lite brand this month with a bold new logo and a major new marketing campaign.
Miller claims that Miller Lite was the first light beer brand on the market, and that research shows it is still the most popular, at least among US consumers.
"We're out to reinvigorate the adult beer drinker's experience with Miller Lite," said Bob Mikulay, Miller's executive vice president of marketing. "We are unveiling a new look and attitude for Miller Lite with a year-long commitment to creating memorable and exciting - often unexpected- experiences for consumers to share with this great beer."
The new logo will be seen on all bottles, cans, packaging, point-of-sale materials and signage in stores and on delivery trucks by the end of the month in the brand's home market, while a number of new editions of the Miller Lite 'Storytellers' advertising campaign will air in early January.
There will also be a national print campaign in popular US magazines.
"Miller Lite is engaging a whole new generation of beer drinkers - 30 years after establishing the light beer category," said Mikulay. "We've got some exciting events planned; beer drinkers should watch for some spectacular stuff coming from the brand throughout 2003 and beyond."