Beer Never Broke My Heart / Hitting the Right Notes With Miller Lite

Molson Coors’ partnership with country superstar and two-time ‘CMA Entertainer of the Year’ Luke Combs sees the brewing behemoth create limited-edition promotional Miller Lite cans in his honor. We were thrilled to be asked to create the latest design.

Unexpected and iconic
To inform the creative direction, our team researched the kinds of graphic language used on Luke Combs’ website, concert posters and merchandise. We incorporated his trucker hat into the design, which reflected his face in an unexpected yet iconic way, housing recognizable lyrics between his cap and beard, while staying true to the Miller Lite brand colors.

Creating virtual theater
The cans were released to coincide with Luke’s latest tour. They utilized colors that complemented the brand’s Americana-themed 4th July promotion, which was on-shelf at the same time and stacked together to create a US flag. This lent itself to virtual theater, with stores using the flag presentation as a backdrop for the Luke Combs range.

A warm reception for an ice-cold beer
The limited-edition can design was a big hit, not only with country music and Miller Lite fans, but with distributors and Luke Combs, leading to strong sales of this highly collectible can.

Aaron Funke, Creative Director comments; “The Miller Lite and Luke Combs beer can collaboration emerged as a triumph for our design team.

This project provided a compelling canvas for creative minds to merge the iconic imagery of a popular beer brand with the distinct personality of a chart-topping country artist.

The agency’s challenge lay in harmonizing Miller Lite’s timeless aesthetic with Luke Combs’ vibrant musical identity. Crafting a design that seamlessly integrated these elements required a nuanced understanding of both brand narratives.

The result is a limited-edition can that not only captures attention on the shelves but also tells a unique story. For a packaging and branding agency, this collaboration exemplifies the art of blending diverse brand essences into a visually captivating and emotionally resonant product”.