Miller Lite packaging series.
Sandstrom Partners got the call from Miller Lite to try something remarkably different to separate themselves from Bud Light. Steve Sandstrom called me with the basis of an idea for a brand that would keep you company and entertain you and asked if I would be willing to help figure out what that might be. Even though I was working full-time at an ad agency, I figured it was something I could do at night. The result was a series of cans packed with absurd language and copy that was unlike anything a mass brand had done at the time. It was weird and fun for a couple years. We made about 10 different cans and bottles. An equally or perhaps more bizarre ad campaign supported the effort. After this attempt, they retreated back to their conservative selves and became invisible once again. This was circa 1999.