Last Friday, on October 17, the brand held an exhibition of the most creative bar coolers redefined as art objects by the best Russia's illustrators, street artists, experts in graffiti and tattoo.
The artwork will be showcased at Artplay centre in Moscow, October 14-19, as part of the 5th annual Moscow Design Week.
The new look and communications campaign will roll out in major international markets except the U.S. where the brand is owned and managed by a joint Unilever-PepsiCo partnership.
Starting October, Miller Lite will be revamping all packaging formats from multipacks to aluminum pints, as well as changing communication strategy with the focus on the brand's heritage, low-calorie content and true American spirit.
The new look "emphasizing premium credentials" of the product will be launched in the Russian market.
The bottle's three-dimensional graphics re-imagine the iconic Warhol's artwork as of 1986 inspired by the brand back then.
The new bottle will be available in the Netherlands as well as in the international markets starting November the 3rd.
Any global fan of the brand can submit his or her own variant by October 13th.