Miller High Life
During Summer, beer in a can > beer in a bottle. But Miller High Life was iconic for being “The Champagne of Beers” in a glass bottle. Until we turned our champagne glasses into Coupe Glass Cans.
Less effective solutions may be available from other sellers.
There aren’t many beers as iconic as the “Champagne of Beers”, Miller High Life.
The problem is that the clear glass bottle that millennial drinkers reach for when they want to show the world they’re living the high life isn’t the easiest to tote along when summer starts and the outdoors call.
With cans being such an important volume driver during the summer, Miller High Life needed to elevate its can to champagne bottle status.
The Coupe Can
The iconic, straightforward design gave drinkers a way to toast, stack and commemorate all of summer’s small celebrations
Packs featuring towers of coupe cans gave stores a built-in way to showcase Summer's hottest accessory.
Coupe Cans were shared in person, and online, all summer.
Nothing is more satisfying than going to bar and being able to hold months of hard work in your hands, and seeing people around you doing the same.
When the end creative solution seems so freaking obvious that you say to yourself 'I can't believe no one thought of this before' you know you've got something that is truly insightful and powerful. We struck gold on this one, a beautifully simple idea that was able to work its way into culture, bring a new generation of drinkers into the brand and will continue to play a part in the brand ecosystem for years to come.
You know it's a good strategy when you sell a sketch you made in the briefing.
I loved how our team was able to put a twist on this iconic brand, showing how you can still have the “Champagne of Beers” without the traditional glass bottles. Once the “coup cans” were born the shopping occasions and retail activations were endless!
This felt like a ‘once-in-a-career’ type of project, and I’m so happy I got to be a part of it.