Original Miller Lite can gets cameo role

The classic Miller Lite beer can makes a cameo inAnchorman 2: The Legend Continues, now in theaters. But it will also be showing up in stores in January for about 10 weeks.

MillerCoors had been considering a special throwback availability for the classic original white can, which originated in 1974 and was tweaked into the Nineties.

The classic Miller Lite beer can makes a cameo in 'Anchorman 2: The Legend Continues,' now in theaters. But it will also be showing up in stores in January for about 10 weeks.(Photo: MillerCoors)

Its placement in the movie makes it "part of pop culture," says marketing director Elina Vives. Then, customers – including millennials who may not remember the classic can -- can personally partake. "We think we can remind loyal drinkers why they love us and we can bring new people into the franchise," she says.

A beer resembling Miller High Life appeared in the original Anchorman: The Legend of Ron Burgundy, which starred Will Ferrell as a TV anchor in the Seventies. This time around MillerCoors worked with Paramount to get authentic Lite cans, and replicas of real Lite beer ads, from 1980 when the sequel is set. "I think the prop guy just selected the brand on Miller High Life in the first one. It wasn't fully branded like our can is in Anchorman 2," Vives says.

The classic Miller Lite beer can, seen here in a Seventies ad, makes a cameo in 'Anchorman 2: The Legend Continues,' now in theaters. But it will also be showing up in stores in J! anuary for about 10 weeks.(Photo: MillerCoors)

Lite was the first light beer to hit the market and "changed the category forever," she says. Highlighting the original design, Vives says, "is really a statement we are trying to make about the product … It's jogging really fond memories and reinforcing the quality, of course."

Miller Lite was the No. 4 most popular beer in 2012, according to Beer Marketer's Insights. But many big brand beers, including Miller Lite, Budweiser and Bud Light have seen declines. "You are going to see less and less of those beer brands dominate," says Tom Bobak, founder and editor- in chief of AmericanCraftBeer.com. "I think their tie-in with Anchorman is pop-culturally savvy. But I personally don't know that a retro can is going to attract more than incidental attention."