This advertising/marketing campaign for Miller Lite targeted women instead of men, since women are the primary drinkers of light beer. The goal was to showcase Miller Lite as a beer for confident, successful, and tough women who prefer beer over cocktails and other more feminine alcoholic drinks.
Tina Fey was used as a theoretical spokeswoman for the Miller Lite brand, and limited edition Tina Fey bottle caps were included in the campaign as part of our sales promotions.
PLEASE NOTE: This was done for theoretical purposes, therefore neither Tina Fey nor Miller Lite are in any ways affiliated with each other or this project.
Plans Book (to outline our entire analysis and marketing strategy)
8.5" x 11"