Wear the High Life was an inventive collaboration that brought new life and relevance to the brand. We found our values thriving in the culture of street art. In particular, in the work of emerging streetwear designer Benny Gold. His graphic style, workman-like approach, and belief in following your passion all connected to the core ideals of High Life. So, in an unprecedented move, we turned the brand over to Benny. Not even our signature “Girl in the Moon” icon was sacred as we collaborated to reinterpret our signature can, and create a limited-edition collection of quality goods you could only get by drinking High Life. The result was a design aesthetic that embodied our timeless beliefs in a way that made them instantly relevant to a new generation.

For months, Miller High Life and Benny Gold worked collaboratively on the collection — which included a signature can, 12-pack packaging, premium wearables and even a skateboard. Once the collection was complete, it debuted at special launch parties held at Benny’s flagship stores in San Francisco and New York. Word of the collection spread to our target via fashion/influencer blogs. And a :90 video was produced to excite and incent word of mouth in the marketplace, with :15 cutdowns shared through social feeds and media channels. All communications drove to retail, where POS displays and special packaging with promotional codes supported the program. Consumers entered these codes at wearthehighlife.com to earn items from the collection. And to keep the community engaged, designs rotated throughout the program driving loyalty, trips and sales volume.

REPEAT PURCHASE / LOYALTY:

• The program enjoyed a 66% increase in shopper loyalty participation over the previous year’s program

• We drove loyalty with over half of registrants coming back at least ten times to purchase Miller High Life 12-pack bottles over the 4-month time period – great for the brand and great for the retailer.

SALES VOLUME:

• The program enjoyed a healthy 6% increase in 12-pack bottle sales during the program

RETAILER PENETRATION:

• We saw a 7% increase in program sell-in to retailers over the previous year’s program

Source: MillerCoors Sales and Distribution data. Prize Logic program assessment.