Miller High Life: Gingerbread dive bars

American beer brand Miller High Life ran an experiential Christmas campaign to drive awareness and conversation during the Covid-19 pandemic.

The Situation

Founded on New Year's Eve 1903 as one of the first bottled beers, Miller High Life has been known as the "Champagne of Beers" for more than a century.

Despite its modest price tag and popular association with humble "dive bars," the brand has consistently embraced opportunities to bring people together around moments that matter. And the holidays are, of course, one of those.

In recent years, the brand has playfully participated in the holiday conversation by selling its "Champagne of Beers" in actual Champagne-sized bottles (for beer-sized prices), putting an affordable and festive spin on a holiday...

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