— ROLE

Lead Creative

Art Director

— DATE

15/10/2012

Challenge

Secure floor space and drive velocity during a holiday season dominated by competitive programs.

Idea

Reinforce Miller High Life’s timeless status by launching limited-edition heritage bottles — six iconic label designs spanning the brand’s history. The message: labels evolve, but the beer has remained unchanged since 1903.

Supported by collectible POS, heritage storytelling, and in-store messaging encouraging shoppers to collect multiple bottles.

Impact

3.5x increase in POS sell-in.

15% sales lift vs. prior year during the same period.