Have you ever bought a product based solely on its unique packaging or a clever commercial that you wished you had thought of? I once fell victim to a brand I never thought I would… Miller Lite. They got someone who, for the most part, doesn’t voluntarily drink light beer… to buy and drink their light beer. It started with the packaging—it was previously sold in rather unappealing blue cans but in 2014, they returned to their white 1975 label as a deal with Anchorman 2. Whether driven by nostalgia or sheer aesthetics, sales skyrocketed after the branding change—some people claimed, “the beer even tastes better.” Hint: it doesn’t.
The vintage packaging sparked my curiosity, but Miller’s ad campaign is what sealed the deal—it was called “Here’s to the Original Social Media.” I saw one of their commercials, “Swiping Left,” and couldn’t stop thinking about it. It was targeted towards younger generations—urging us to put down the phones and make a real human connection just like our parents did when they were our age. I loved the idea so much that I bought a pack a couple days later. Spoiler alert: I still don’t like Miller Lite, but I do still love their branding and that campaign. After all, I was never buying a product—I was buying an idea.