MILLER LITE - BUSINESS & BEER
overview
Following the success of Miller Lite’s Tap the Future program—a platform spotlighting entrepreneurs and their big ideas—Miller Lite introduced Business & Beer: a series of springtime networking events designed to generate buzz, inspire new contest entries, and further connect with their millennial audience. These gatherings served as an extension of the Tap the Future ethos, merging professional growth with an authentic Miller Lite experience. Celebrity influencer Matthew Sapaula lent his credibility and entrepreneurial acumen to the events, creating added excitement and social proof.
strategic approach
Just as Tap the Future established Miller Lite as a brand supportive of innovation, Business & Beer events reinforced that positioning by providing a laid-back yet purposeful space for aspiring entrepreneurs to network, share knowledge, and engage directly with industry influencers. The goal was to craft a cohesive brand narrative that fluidly linked the two campaigns—ensuring Business & Beer felt like a natural stepping stone on the journey toward Tap the Future’s main event.
To achieve this synergy, I focused on developing a holistic branding package that respected Miller Lite’s bold, unconventional style. Each element, from printed collateral to social media graphics, echoed the visual language of Tap the Future, while introducing a distinctly social, community-driven atmosphere aligned with the networking nature of Business & Beer.
tactical execution
Integrated Visual Identity: Created a unified design system that maintained Miller Lite’s energetic brand guidelines while paying homage to the Tap the Future campaign. The look and feel balanced corporate professionalism with a casual, festive twist—think clean lines, confident typography, and aspirational imagery.
Multi-Channel Consistency: Extended the visual identity across collateral, direct mailers, and social media pieces, ensuring that whether someone first heard about Business & Beer online or via a postcard, they recognized the campaign’s connection to Miller Lite’s broader entrepreneurial narrative.
Influencer Engagement: Leveraged Matthew Sapaula’s presence through personalized materials and storytelling that highlighted the value of thought leadership and authentic connections—mirroring the Tap the Future principle of turning big ideas into actionable opportunities.
results
The Business & Beer events successfully reinforced Miller Lite’s position as a champion of entrepreneurial spirit while generating buzz and entries for Tap the Future. Attendees recognized the subtle nods to the broader campaign, appreciating the continuity between the two initiatives. By embracing Miller Lite’s brand guidelines and complementing the overarching Tap the Future narrative, the Business & Beer campaign delivered a distinct yet connected experience that kept the conversation—and inspiration—flowing across multiple markets.
