The brief
Miller High Life and Harley-Davidson, American classics that share a city, history and beliefs.
The two brands initially came together to celebrate their shared 110th anniversary for one of the beers' most successful retail programs. Our program needed to build upon this partnership and connect with Millennial drinkers in an authentic way. And we knew design played a key role in choice of beer.
The idea
We partnered with five artists who embody the originality and independent spirit of High Life and Harley Davidson, including Jon Contino and Hydro74, to illustrate unique can and poster designs as a part of our Limited Edition Artist Series. Every time you bought High Life was a chance to win a customized Harley-Davidson bike and limited edition gear.
The results
Our iconic packaging and on-premise activations not only lived up to the two brands' legacies, but generated social buzz and invited fans to collect the limited-time cans and gear.