Dive Summary:
- Miller Lite's new bottle, with broad shoulders and a contoured grip, will debut this summer.
- Developed by 4sight Inc., the new bottle will only be available in bars and restaurants, where the company expects it to stand out among the competition's standard cylinder-shaped bottles.
- Two new TV commercials promoting the bottle will debut May 20, adding to spots already in circulation featuring Ken Jeong, Questlove and Chuck Liddell.
From the article:
... "Miller Lite is giving beer lovers a long-overdue reinvented look and drinking experience with the breakthrough new bottle design," says Ryan Reis, senior director of Miller Lite. "In our testing, consumers overwhelmingly preferred the new bottle to the standard beer bottle. We're proud of the new design and we're excited to see how everyone reacts to our new look. This time when you grab a Miller Lite, you'll know it." ...
