Miller Lite: Beernaments

Angela Rodriguez, Mauricio Cadena

Miller Lite, a beer brand, increased the relevance of the brand during the 2021 Christmas season by appealing to younger consumers with 'Beernaments'.

Campaign details

Brand: Miller Lite Brand owner: Molson Coors Group Entrant company: ALMA DDBIdea creation: Edelman New York Market: United States Sector: Beer & cider Media channels: Online video, Social media, Word of mouth, Influencers, KOLs, Packaging & design, Mobile & apps, Outdoor, Out-of-home, Public relations, Radio & audio, Websites & micrositesBudget: 500k - 1 million

Executive summary

Beernaments proved that while brands may face barriers beyond their control, they can still carve a space for themselves by thinking beyond the boundaries of their...

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