Using a mini approach to maximize market share for MillerCoors
Miller Lite wanted to gain share in big box stores including Target. IA identified the nearly-defunct 7oz “Pony’s” as the perfect product for women shoppers who wanted less beer in a single serving. IA renamed the 7oz offering as “Mini’s”, and redesigned the packaging with a trend-forward look and feel. Women found the rebranded mini to be an attractive option that was more relevant to their lifestyles. An initial test launch was then extended to stores nationwide.