Miller Lite Injection Molded Tap Handle

MillerCoors - Miller Lite

Challenge:

MillerCoors wanted to strengthen the Miller Lite on-premise tap market segment by replacing an existing six year old wooden tapper with a more impactful design that reflected key product attributes: clean, crisp and smooth. The new tap handle needed to appeal to the 21-34 year old male beer drinker market segment, and strengthen the Miller Lite brand image.

Solution:

Everbrite created a clear blue acrylic handle combined with a chromed , oval shaped, injection-molded head that neatly frames the full color logo and provides a sense of smart and sophisticated design. The design made the Miller Lite logo the real "star." The transparent blue, shaft rose a full 12" in height to outdo the competition. The thick, water-clear, blue acrylic shaft was carefully matched to the "Lite" blue color and engineered to catch available on-premise light from many different angles. The shaft then "pierces" the oval and caps off the knob. A custom, long-neck chrome ferrule with a mirror finish accepts the shaft in a seamless transition and provides a strong anchor to the stanchion.

Market Segment

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