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!
