Miller Lite aims to behave like their audience in social media. Speaking their mind, sharing with friends, making you laugh, making you think. But being relatable is a tall task when you're a big brand with an incredible heritage and have to live by the rules that brands do. The Miller Lite social presence aims to knock down those walls.
So when the Supreme Court declared that same-sex marriage was legal across the U.S., Miller Lite wanted to share their support in a way that was authentic to who they are.
If expressing yourself is an art form, social media is the world's masterpiece. With an 'ask for forgiveness, not for permission' approach, people flood their social channels every day with posts of whatever thought crosses their mind, without worry of backlash or sale slumps. But brands live by a different set of rules. They have to constantly watch what they say, how they say it and, most importantly, what they talk about.
As a brand rooted in celebrating people who stay true to themselves, Miller Lite set out to support the LGBT community by creating an Instagram post illustrating that, through our lens, everyone deserves to be celebrated.
Reacting in the moment and with no budget, the striking visual went on to become one of the brand's most successful posts ever, even getting picked up by multiple online news sources. Joining the trending conversation with purpose at the exact moment, Miller Lite was able to have a strong voice amongst many voices and was able to cement what they stood for.