Miller Lite turned a beer can into a gaming controller

The brand is targeting gamers during E3 event with the 'Cantroller'

Published On
Jun 11, 2019

Editor's Pick

Miller Lite is trying to grab the attention of gamers during the E3 gaming expo this week with a beer can that doubles as a games console. 

The '"Can-troller," created by DDB Chicago, is a standard 10-button controller, complete with bluetooth, USB charging and 12 ounces of Miller Lite. The brand has made 200 controllers, and people can sign up for a chance to win one by beating comedian Eric Andre at Street Fighter during E3. (You can watch this, too, as Miller Lite will be live streaming the event, on June 12, on its Twitch channel).  The idea is also being a promoted by a YouTube video, seen here, directed by Anthony Leonardi at Bullitt.

"As Miller Lite evolves our place in the world of gaming and esports, we’re continuing to focus on what it means to be a fan of gaming and building activations that elevate the gaming experience for both players and fans alike," Anup Shah, marketing lead for the Miller Family of Brands, said in a statement. "The Miller Lite Can-troller felt like the next natural fit.”

Credits

Date
Jun 11, 2019
Client:
Miller Lite
Agency:
DDB-Chicago
Chief Marketing Officer:
Michelle St. Jacques
VP Miller Family of Brands:
Anup Shah
Director of Marketing:
Lisa Rudman
Senior Brand Manager:
Justine Stauffer
Associate Marketing Manager:
Caroline Flood
Public Relations Manager:
Colleen Weber
Chief Creative Officer:
Ari Weiss
Chief Creative Officer:
John Maxham
SVP Group Creative Director:
Myra Nussbaum
Associate Creative Director Art Director:
Nick Howard
Associate Creative Director Copywriter:
Nick Stoner
Associate Creative Director Art Director:
Guiga Cunha
Copywriter:
Joey Johnson
Chief Production Officer:
Diane Jackson
Executive Producer:
Keith Jamerson
Senior Producer:
Jason Georgen
Production Business Manager:
Scott Terry
Talent Manager:
Shirley McMahon
Strategy Director:
Patrick O’Rourke
SVP Group Account Director :
Kiska Howell
Account Supervisor:
Katelyn Ledford
Account Executive:
Lauren Remar
Project Manager:
Leah Ziegler
Production Company:
Bullitt Branded
Director:
Anthony Leonardi
Executive Producer:
Todd Makurath
Executive Producer:
Luke Ricci
Head of Production:
Jenni Sprunger
Line Producer:
Nathaniel Greene
Editorial:
Whitehouse
Editor:
Matthew Wood
Assistant Editor:
Luke Sloma
Producer:
Lauren Connolly
Audio Post:
Studio 225
Sound Design/Mixer:
Nick Papaleo
Producer:
Cameron Aper
Studio Director:
Kendall Fash
CGI Production Company:
Framestore
Creative Director:
Anthony Gibbs
Creative Director:
Alex Thomas
CG Supervisor:
Jessica Groom
Senior Producer:
Rachel Mariscal Creasey
Production:
Unit9
Creative Director:
YiFei Chai
Tech Lead:
Andy Sheen
Product Designer:
Yu-Chang Chou
Tech:
Mike Schrofel
Executive Producer:
Luca De Laurentiis
Producer:
Martina Sogni
Producer:
Winona Bedford
Head of Production:
Mindy Lubert
Music and Sound Design:
The Elements Music & Sound
Co-Founder/Creative Director:
J Bonilla
Co-Founder/Executive Producer:
Ian Dalsemer
Partner/Creative Director:
Andy Carroll
Partner/Composer:
Dan Bewick
PR:
ICF Next
Media:
Connect
Experiential:
Jack Morton Worldwide

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