Miller Lites white label and increased sales Essay

Miller Lites white label and increased sales - Essay Example I support the company’s decision to change its packaging because it helped to boost sales. When the company decided to change to its original white packaging, it never expected that the brand will witness increased sales in the US. The decision to change the packaging has helped to boost the sales of the products. It, therefore, implies that the new packaging was the much-required effort that could help the brand. Miller Lite’s white cans enabled it to stand out from the rest of products on the shelves hence customers went for the brand. It may be dangerous to change the packaging to a completely different color since customers may not identify it hence reduced sales. Redesigning a product packaging can be disastrous as the case of Tropicana in 2009 where its restructuring resulted in a drop in sales of 20% and loss of millions of dollars (MacDonald 6). The decision by the company to rebrand Miller Lite can be placed under the product line extension. Line Extensions happens when a company decides to introduce additional items in the same brand name such as packaging (Chandrasekar 12). The company’s decision to change packaging only affected Miller Lite’s brand and may not affect other products produced by the company. The company did not also change the taste or color of the drink but only change the outer look. The new packaging helped to boost the sales of the brand although the company did not anticipate the increased sales. Line extension aims at helping a brand to register increased sales.