"The idea was to attract attention to and to make Miller the preferred brand among other six packs in the summer when beer consumption spikes.
Miller is closely linked with music in Turkey. It has been organizing Miller Music Factory,a contest to discover fresh music talents for six years and Miller Freshtival, a music festival, for two years now.
This is why we have chosen music as a theme for our six packs. We havedesigned two sided boxes, one side looks like a speaker and the other is the casette player.This way when three boxes are brought together side by side, they form a boombox.”
There is so much to like about this idea. Not only is the packaging enticing and clever, it actually helped Miller achieve measurable ROI by people buying three at a time to complete the boombox.
Frankly, I’m disappointed with the lack of creativity from the larger beer manufactures; but Miller created something special here.
I would like to see a lot more of this in the future.