Miller High Life Holiday

The Brief: How could we carve out a space for Miller High Life during a holiday season where consumers are focused on craft & cocktails.

The Idea: As the Champagne of Beers, Miller High Life has the right to be the beer of cheers. And nothing accompanies a cheers like the right toast to mark the moment, even (and especially) the everyday ones.

How it Came to Life: We created a custom toast maker. Scan the QR code with purchase, choose the occasion, fill out a madlibs-style toast, and receive the perfect customizable toast, giving you a reason to raise a High Life all season. To bring this to life at bars and restaurants, we created Toasters (coasters with toasts) and table tents with toasts for any and every day of the holiday season. To bring this to life on social, we drove consumers directly to our toast making site. And all of it drove more sales of Miller High Life (I’ll toast to that).

The Team: Andrea Elder (co-ACD), Justin Lawson (CW)