Miller Lite logo struts attitude - New packages: food beverages pharmaceutical medical HBA - Brief Article

Food & Drug Packaging, Feb, 2003

Catering to swaggering male 21-27 year old demographic group, SABMiller PLC--new owner of Miller Brewing Co.--is shaking up a new attitude for Miller Lite with a bold, contemporary redesign for its logo.

The new logo, designed by Optima Group Inc., has a bolder typeface and a bluer, less silvery look than the one it replaces. The graphics reflect an "in your face" attitude while remaining true to its loyal long time consumers.

Explains Bob Mikulay, Miller's executive vice president of marketing, "We're out to reinvigorate the adult beer drinker's experience with Miller Lite. We are travelling a new look and attitude with a commitment to creating memorable and exciting experiences for consumers to share with this beer."

The new Miller Lite logo will adorn all bottles, calls, packaging and point-of-sales materials at grocery and liquor stores nationwide.

Optima Group Inc. 847-681-4444; www.optimagroup.net