✓ Miller Lite's striking new limited-time packaging gold cans are available now nationwide
✓ The brand is launching a sweepstakes where 21+ consumers can enter to win $500 prepaid cards and other merch
✓ More Miller Lite 50th plans are on the way, including a merch collaboration with Members Only
Since launching in 1975, Miller Lite has made a statement on the shelf. The brand's legendary original design features a crisp white background with a bold "Lite" above a crest of gold, blue and red that also showcases the barley and hops central to the beer's character.
To commemorate 50 years, Miller Lite is again looking to its iconic original design, offering a variation perfectly fitting for a golden anniversary – gold-colored cans.
Legal drinking-age consumers can score the gold Miller Lite cans in 12 packs of 16-ounce cans and single 24-ounce cans. To help the latter stand out on convenience store shelves, the gold single cans also have distinct dark blue lettering.
According to Associate Marketing Manager Olivia Jameson, gold cans are the perfect way to celebrate a brand as important and influential as Miller Lite.
“To celebrate Miller Lite turning 50, we wanted to do something that would stop people in their tracks,” she says. “This is the same beer you know and love, the one that’s been a staple at parties and tailgates but given a great anniversary spin. The gold can is the perfect collectible to celebrate Miller Lite turning 50 years old.”
While the gold cans are new, Jameson adds that the color has always been a fixture for the brand.
“Gold has been an integral part of our design since the beginning,” says Jameson, pointing out that the color is used for the barley and hops on the brand’s logo.
The cans are already making their way into markets and will be a fixture on shelves through July.
Along with the limited-time packaging, the brand is also launching a consumer sweeps, where 21+ consumers can enter to win $500 in prepaid cards and 50th anniversary hats made by American Needle.
Starting on April 24 and running through July, 21+ consumers can enter by scanning the QR codes on the 24-ounce cans or on the packaging of the gold 12 packs of 16-ounce cans. They can also enter by visiting this site.
Celebrating Miller Time all year long
Jameson adds that the gold cans are just one part of Miller Lite’s 50th anniversary. The brand kicked off the celebration with “Legendary Stories Start with a Lite.” Featuring unmistakable narration by actor Christopher Walken, the ad toasts the brand’s 21+ fans who made Miller Lite one of the most popular beers in the country.
Jameson says that’s just the start, with supporting product spots, a merch collaboration with Members Only, social creative and more still to come.
“We have so much to celebrate this year,” says Jameson. “The gold cans are just one way that 21+ fans can come together to toast the original light beer.”