Fortune

NEW BRAND LAUNCH / VISUAL ID / RETAIL / POS / PACKAGING

They say "Fortune Favors the Brave." We've witnessed this in action. Launching Miller Fortune was a experience to remember full of brave, bold and exciting twists and turns. Miller Fortune is defined as a premium product that launched during the rise of the high ABV trend. We concepted Miller Fortune to compete with the spirit category targeting whiskey drinkers and late night occasions.

In an accelerated pace, we crafted the black iconic can, bottle and bottle cap to stand out in the sea of sameness, launched creative advertising driving national awareness, developed trial-driving activations for off and on premised retailers and geo-targeted key cities and neighborhoods to reach our target. Each component embraced our "Spirited" Essence and worked to invite the drinker to choose their path.