New Miller Lite bottle: The bottle can be seen in a host of new commercials that have been airing.
Ads include "The Hangover" star Ken Jeong; mixed martial arts legend Chuck Liddell, and music star Questlove.
"Celebrity is not our strategy," said Con Williamson, chief creative officer at Saatchi & Saatchi, New York, who is behind the commercials "Our strategy is solely focused on Miller Time." He added: "The celebrities that appear are guys that I think guys can actually picture hanging out with," joking that "I don't know that I could hang with Justin Timberlake. I'm far from cool enough."
The new bottle will be promoted by 14 total ads and will launch sometime this month, selling at bars and restaurants.
"Miller Lite is giving beer lovers a long-overdue reinvented look and drinking experience with the breakthrough new bottle design," said Ryan Reis, senior director of Miller Lite, in a press release. "In our testing, consumers overwhelmingly preferred the new bottle to the standard beer bottle. We're proud of the new design and we're excited to see how everyone reacts to our new look. This time when you grab a Miller Lite, you'll know it."