Miller Lite: The launch of Miller Lite

Draught and canned launch of Courage's Miller Lite. Paper discusses the problems with perception of lite lagers. Research showed a need to create a more positive image. Target market was 18-24 C1C2 male standard lager drinkers. The campaign aimed to suggest lite drinkers were livelier, fitter and smarter, pre tests confirmed the success of this approach. Sales results were seen in all advertised areas, brand image was good and there were high levels of brand and ad awareness. Retailers also responded positively.