Miller Lite is no stranger to a holiday campaign, and consumers are now expecting holiday beer-cheer from the brand. But standing out in the crowded market of beer, wine, and spirits during the Holiday season is no easy feat.
After a few hit Holiday campaigns from the brand - including the Christmas Tree Keg Stand, Beernaments, and Miller Lite themed holiday sweaters - Miller Lite knew they had to create a smash campaign to live up to consumer expectations.
So how did we meet this tall order? One smashing, small gentleman.
This year, we brought the beer cheer to the holidays once again with the Miller Lite Beercracker - our Miller Time twist on the classic holiday Nutcracker.
Through this campaign we created and sold out 300 Beercrackers within seconds. These festive gents caught the eye of media across the nation and had consumers glued to the Miller Lite Shop Site for days, refreshing and refreshing in hopes of scoring a Beercracker for their mantle this holiday season.
Consumers and media gravitated to the easter eggs and unique details that made our Beercracker distinctly Miller Lite. The cracker included two openers, one for each type of beer lover—a mouth that functions as a bottle opener, similar to a traditional nutcracker, and a removable hat that can be used as a can cracker.
Aside from the functionality, fans raved about the festive details, including a holiday Miller Lite cape, a Miller Lite can staff, and a perfectly wrapped case of Miller Lite, ready to go under the tree. The high quality photos and videos of our Beercracker further showcased these elements, telling an incredibly compelling story.
To extend holiday beer cheer on social, we partnered with two existing brand fans, Andrew Spencer and Caucasian James to create fun, lighthearted holiday content centered around celebrating the holidays with their beloved new holiday accessory, the Miller Lite Beercracker!
The campaign was an instant success, with each drop selling out instantly on the Miller Lite shop. Consumers and media raved over the campaign, placing Miller Lite top of mind to consumers and cementing themselves as a holiday staple. As a result, the campaign saw the following success:
