Miller Lite Wants To Know: How Will You Punch It?
Miller Lite is giving its cans a second tab for a smoother pour, and inviting beer drinkers to have fun opening it.
The Punch Top Can increases airflow, reducing glug and resulting in an improved, smoother pour that highlights the great pilsner taste of Miller Lite. The second tab on the Punch Top Can can be opened with a wide array of objects such as a house key, golf tee or even a dollar bill, for those who are especially clever. Simply set the can on a solid surface, place your chosen opener against the edge of the can and use leverage to open the second tab.
“Miller Lite is giving beer lovers an even more enjoyable drinking experience with the breakthrough Punch Top Can,” said Amy Breeze, director of innovation and activation for Miller Lite. “In our testing, consumers told us they prefer the Punch Top Can three-to-one over the standard beer can because it’s more like drinking from a pilsner glass. We’re proud of our product and think everyone will have a blast exploring different ways to open it.”
To support the Punch Top Can, the brand is launching new television commercials this week, which will run through mid-August on network and cable sports programming, as well as on cable entertainment. The spots tout the can’s benefits and inspire consumers to get creative with their own Punch Top Can opening tools. The product launch is also supported by print, radio, out-of-home and digital advertising, retail point-of-sale and public relations.
The Punch Top Can will be available in retail accounts across the country starting this week and will be the standard can for all Miller Lite and Miller Genuine Draft 12- and 16-ounce cans.