Miller Lite was becoming out of touch with younger drinkers. Most people had forgotten they invented light beer. Plus, it looked like a brand for people 45+ years old, even though the liquid was exactly what younger drinkers wanted.
So Juniper Park\TBWA stepped in to an identity so bold it could not be mistaken, yet malleable enough that it could be kept fresh enough to be noticed by todays cord-cutting, YouTubing, Snapchatting, bar hopping, C-store shopping, brand promiscuous, beer drinkers.
Miller Lite wanted to be original again. Modernize the brand without losing the timeless core. Once again be relevant to younger 21+ year old drinkers.