Miller Lite: Bar Smells

Miller Lite, a beer brand, brought the smell of beer to people's homes by releasing limited-edition Miller Lite candles in the USA.

The Situation

March 2021

A year into the Covid-19 pandemic, much of the U.S. had gone at least 12 months without setting foot in a crowded bar. And many servers had gone nearly that long without a steady pay check,

As more Americans became vaccinated and warmer weather approached, a return to bars seemed so close you could almost smell it.

As a brand synonymous with the on-premise experience and supportive on its personnel, Miller Lite was looking to create excitement around the return to bars and to remind people just how much they missed "Miller Time."

The Idea:

So...

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