“Description: Brief: To attract attention to and to make Miller the preferred brand among other six packs in the summer when beer consumption spikes.
Solution: 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 have designed two sided boxes, one side looks like a speaker and the other is the cassette player. This way when three boxes are brought together side by side, they form a boombox.
Result: People mostly bought 3 boxes instead of one to bring home a boombox.”