MAKE LITE OF IT
Miller Lite // Ad Campaign
2019
Make Lite of It is an advertising campaign for Miller Lite. Although Miller Lite’s main consumer base are men aged 55-64, this campaign has a target audience consisting of males aged 21-29. It targets a younger demographic because, statistically, men will consume the most alcohol within their lifetime at the age of 25, averaging 13 drinks per week. Thus, it makes sense for Miller Lite to expand their market and target this younger male audience who will certainly be interested in purchasing beer. 
In order to connect with the targeted demographic, the overall campaign will have a humorous tone and use media/merchandise that is relevant to the consumer. The three print ads set the tone with a play on words as the headline and depict the main target audience as the “hero.” In addition, there is a mobile game based off of the print ads consumers can download for free and play. Lastly, relevant merchandise that sport the campaign logo will be for sale, such as snapbacks, phone cases, specialized beer bottles/cups, and coasters. The main colors used throughout the campaign are dark blue, gold, off-white, and a little bit of red; these are all colors that Miller Lite has used to establish their branding/packaging. Lastly, this campaign will differentiate the company from other competitors, since the typical “go-to” strategy for selling beer is essentially just showing off the product.
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