In December 2013, as part of a product placement marketing campaign with the film "", Miller reintroduced the 1974 navy-blue blackletter font "Lite" packaging on its cans for a limited time (the original 1972 cans used a light-blue script logo). However, the vintage packaging was such a success that by September 2014, the company decided to switch back to the vintage packaging full-time, including on bottles and tap handles, mirroring the unexpected success that PepsiCo had in 2009 with its Pepsi Throwback & Mountain Dew Throwback lines in tapping into the retro-themed packaging market. The unexpected sales increase, combined with wanting to differentiate the packaging from Bud Light, were factors in the decision, with some consumers even stating that Miller actually improved on the taste when nothing changed in the beer itself.