"The arrival of Miller Lite's new push coincides with the slump seen in beer sales typically observed in January and February. Miller Lite is attempting to stay top of mind as Americans increasingly participate in Dry January by focusing on real-world social connections. "Legendary Moments Start with a Lite" is a response to common "anti-social" habits seen among consumers today, with press materials citing data that 60% of Americans cancel plans at least once a month."
""This platform is about inspiring the next generation of legendary moments by encouraging people to say yes to plans and enjoy the simple moments that bring us together," said Sofia Colucci, chief marketing officer for North America at Molson Coors, in press details. "This is just the start - throughout the year, you'll see big new creative work like this that champions beer and connects to clear consumer insights, not just from Miller Lite but our full portfolio of brands.""
Miller Lite launched a new creative platform on Jan. 8 focused on encouraging real-world social connections. The platform, "Legendary Moments Start with a Lite," was developed with Leo Chicago and stars Christopher Walken. The effort includes three new spots and will run across retail, social, influencer and TV channels. Molson Coors introduced the Miller Lite Damp January Club as the first activation, encouraging gatherings and offering branded merchandise. The campaign moves away from nostalgia-driven marketing and targets the January beer sales slump and Dry January participation. The rollout begins with a spot called "Ditch the Apps."
Read at Marketing Dive
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