Miller Lite

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International Beer Day

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Miller Lite ✦ International Beer Day ✦

The Problem

International Beer Day in 2020 looked very different due to pandemic travel restrictions, making it tough for friends to get together and celebrate. With travel off the table, how could Miller Lite keep the spirit of Miller Time alive?

The Solve

We celebrated International Beer Day by offering free beers in over 80 U.S. cities named after foreign countries, like China, MI and Belgium, IL. This let friends come together and enjoy Miller Time “internationally” without leaving their hometowns

What I Did

Creative concept, art direction, illustration

Launch

We launched the idea on social and kicked things off with a Travel + Leisure exclusive driving national awareness. Regional media also latched on to the story and spread the news across the nation.

On the big day, we sent a truckful of free beer to Scotland…South Dakota. It's a town of only 800 people, so we were able to give a free Miller Lite to every 21+ adult in the area. The story hit the front page of the Scotland Journal, and the mayor of Scotland even showed up to celebrate!

Results

We drummed up a ton of earned media on a shoestring budget, earning over one billion impressions for less than $17k. We were featured on broadcast news & radio, and in publications include Forbes, Fox Business, Delish, TimeOut, and my personal favorite, CDL Life.

World Travelers

Agency: DDB
ECD: Ben Wolan
Creative Directors: Nick Howard, Nick Stoner, Alejandro Juli
Art Director: Shelby Bass
Copywriter: Nick Garfield

Fun Fact

Nick Garfield and I sold through this lil idea three weeks after getting hired at DDB—not bad for a couple of juniors!