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Category
Physical Products
Annual ID
OS22_EX049M
About the Work
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 Beernaments, 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 #1 holiday brand campaign, 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 Beernaments, 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 #1 holiday brand campaign, helped grow share +3.4% in December, the strongest growth in Dec in 5 years.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Alma DDB / Miami
DDB / Chicago
DDB / San Francisco
PR / Marketing Agency
Edelman
Production Company
Kaleidoscope
Media Distribution Company
Connect
Art Director
Lane Hedler
Associate Creative Director
Carlos Savage
Martin DeFerrari
Oskars Trinitis
Chief Creative Officer
Ari Weiss
Alvar Sunol
Chief Marketing Officer
Michelle St. Jacques
Chief Strategy Officer
Eric Zuncic
Copywriter
Ken Bates
Editor
Drew Hall
Executive Creative Director
Ben Wolan
Christian Liu
Executive Producer
Adine Becker
Photographer
Powell Jordano
Producer
Sasha Jordano
Creative Chairman & CEO
Luis Miguel Messianu
Junior Strategist
Abby Deyhle
Lead Digital Artist
Matt Holzman
Senior Strategist
Alex Danks
VP, Executive Creative Director
Jorge Murillo
Account Director
Jose Hawayek
Account Executive
Daniela Cardenas
Raneen Onallah
Account Supervisor
Adriana Pineda
Dee Dee Morrow
Assistant
Mike Collinsworth
Associate Director, Client Development
Trish Galvez-Tuel
Associate Marketing Manager
Josh Robinson
Creative
Jonathan Garcia
Juan Camilo Valdivieso
Design Lead
Dru Jennett
Digital Tech
Nathaniel Smith
Director of Operations
Pete Sorrentino
Director of Public Relations
Rachel Dickens
Director of Studio Production
Brian Winterton
Executive Art Producer
Suzanne Koller
Food Stylist
Mary Valentin
Global VP, Miller Family of Brands
Sofia Colucci
Group Strategic Planning Director
Mauricio Cadena
Head of Production
Matt Blitz
Marketing Director
Anne Pando
Marketing Manager
Eric Wolfe
Mechanical Engineer, Designer
Rob Jack
Mock Up Artist
Alan Thomas
Matt Warner
Model Shop Manager
Chuck Judy
Packaging Manager
Tom Herbert
Post Producer
Caleb Logan
Production Assistant
Erin Lyle
Project Coordinator
Victoria Rodriguez
Project Management Director
Jen Polan
Props & Wardrobe Stylist
Lavi Toma
Retoucher
Michael Meyer
Mickey Chesky
Senior Print Producer
Carla Nieto
Senior Production Business Manager
Robert Shin
Senior Project Manager
Bryan Nendze
Studio Manager
Yvette Doud
SVP, Group Account Director
Kiska Howell
Talent Manager
David Greene
VP Group Account Director
Beatriz Del Amo
VP, Account Director
Diana El-Chantaf
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