Miller Lite
When MillerCoors needed to create a segmentation strategy, we used our culture matrix to deconstruct the male light beer drinker across the top three light beer brands and found Miller Lite’s unique aspect of authenticity. The strategy allows Miller Lite to build into real narratives strengthening its bonds with existing culture and expanding its reach into three previously unchartered white space arenas allowing it to resonate louder, longer and stronger than it would among the old school mass market.
Method
Semiotic framework to establish what cultures feed meaning and how to brands in the beer category. National ethnographies across five American cities with six diverse cultural groups likely to drink light beer to better define narrative and white space; quantified via SMS poll.
