Americans do a lot of drinking around the holidays, but light beer isn’t top of mind. Drinkers just aren’t thinking about it; distracted by “top 10 eggnog whatever” lists. So, it only makes sense that Miller Lite wanted to find a way to get themselves noticed during the season. Enter a client brief that was basically “in this especially important holiday season (COVID), heighten the comfort of Miller Time.”
As we thought about it, we kind of just coming back to a pretty simple thought: the holidays aren’t really Miller Time. If Miller Time is when you’re good being yourself and drinking with your real friends, the holidays are when you put on some stupid sweater and see a bunch of people you literally only see during the holidays. Sure, there are “miller time moments” or whatever throughout the holidays; everyone loves a beer with their dad, mom, cool aunt, etc. BUT those aren’t the moments we collectively think about when we think “holidays.” We think about the parties. The sweaters. The eggnog. The whole shebang.
That simple thought got translated into an even simpler brief: Miller Lite: Not for Holiday Parties. (Thank god COVID killed them this year. )
Then my pals The Nick’s went off and dreamt up a museum-like installation memorializing that very thought and partnered with Alex Prager to bring it to life…