Miller Lite is switching creative responsibilities from 180LA to DDB Chicago. Both agencies are owned by Omnicoim Group.
"This transition will be seamless as we are keeping the business within the Omnicom family. We are moving some of the best creative talent from our previous agencies 180LA and Juniper Park, into a new team at DDB in order to have a best-in-class creative and planning team," said David Kroll, CMO, MillerCoors in a statement to distributors.
The brewer will also be "strengthening our relationship with DDB by moving global creative for Miller Genuine Draft to DDB's London-based agency Adam & Eve," said Kroll.
MolsonCoors has big plans for Miller Lite to "align and enhance" the global reach of the alcohol brand. "In an increasingly competitive industry, it’s crucial that we reward agency partners that share our commitment and vision for the future. We have the right brand purpose, the right brand world and the right creative to bring it all together. Now we have the right team in place to capitalize on the opportunity in front of us," says Kroll.
The company has begun a packaging realignment where the white can used in the U.S. is being adepted to all markets globally. The packaging roll out is scheduled to completed by the end of the year.
Miller Lite has also started to roll out new creative as an extension of the "Spelled Different, Brewed Different" campaign. With the tagline "Hold True," the brand is conveying the message the message that beer has not compromised on taste over the years.