Miami Awards
Category
Physical Items
Annual ID
MIA22_DM001S
Description
During the 2021 holiday season, Miller Lite wanted to help give the gift of Miller Time. The holidays are already full of occasions and traditions that compete against them, so the brand wanted to introduce a fun and unique way to bring Miller Time back to consumers during the hectic Holiday season.
The Beernaments sold for $19.75 (the year Miller Lite was born) in a set of six for consumers to enjoy with their friends. All they had to do was crack, drink and hang the Beernaments on the Christmas tree using the can tab.
To launch them, Miller Lite partnered with actor and comedian, Jimmy O. Yang, to release a video that explained the holiday magic behind the drinkable décor, and to offer holiday hacks to make trees extra merry.
Beernaments was launched via targeted national media outreach, paid influencer partnerships, earned influencer outreach and reactive social opportunities. It garnered 500+ earned media placements and 849MM impressions (84% of our program reach stretch goal of 1B) across media, social, paid and celebrity. It was voted the #1 holiday brand campaign, and helped grow share +3.4% in December, the strongest growth in Dec in 5 years.
The Beernaments sold for $19.75 (the year Miller Lite was born) in a set of six for consumers to enjoy with their friends. All they had to do was crack, drink and hang the Beernaments on the Christmas tree using the can tab.
To launch them, Miller Lite partnered with actor and comedian, Jimmy O. Yang, to release a video that explained the holiday magic behind the drinkable décor, and to offer holiday hacks to make trees extra merry.
Beernaments was launched via targeted national media outreach, paid influencer partnerships, earned influencer outreach and reactive social opportunities. It garnered 500+ earned media placements and 849MM impressions (84% of our program reach stretch goal of 1B) across media, social, paid and celebrity. It was voted the #1 holiday brand campaign, and helped grow share +3.4% in December, the strongest growth in Dec in 5 years.
2022 Awards
Total Points: 7
Silver Winner
Credits
Agency
Alma DDB / Miami
DDB Chicago / Chicago
DDB San Francisco / San Francisco
Client / Brand
Molson Coors / Chicago
Art Director
Lane Hedler
Copywriter
Ken Bates
Chief Creative Officer
Alvar Sunol
Ari Weiss
Chief Marketing Officer
Michelle St. Jacques
Designer
Dru Jennett
Executive Creative Director
Ben Wolan
Christian Liu
Jorge Murillo
Executive Producer
Adine Becker
Strategist
Abby Deyhle
Alex Danks
Eric Zuncic
Account Director
Jose Hawayek
Account Executive
Daniela Cardenas
Raneen Onallah
Account Supervisor
Adriana Pineda
Dee Dee Morrow
Associate Creative Director
Carlos Savage
Martin DeFerrari
Oskars Trinitis
Creative
Jonathan Garcia
Juan Camilo Valdivieso
Head of Production
Matt Blitz
Marketing Manager
Eric Wolfe
Senior Print Producer
Carla Nieto
Associate Marketing Manager
Josh Robinson
Consultancy
Kaleidoscope / Chicago
Director of PR
Rachel Dickens
Executive Art Producer
Suzanne Koller
Founder & Chairman
Luis Miguel Messianu
Global Vice President
Sofia Colucci
Group Account Director
Bea del Amo
Kiska Howell
Marketing Director
Anne Pando
Project Coordinator
Victoria Rodriguez
Project Management Director
Jen Polan
Senior Production Business Manager
Robert Shin
Talent Manager
David Greene
VP, Account Director
Diana El-Chantaf
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