Dive Temporary:
- Miller Lite right now, Jan. 8, launched a brand new inventive platform centered round making social connections in the true world, in response to data shared with Advertising and marketing Dive.
- “Legendary Moments Begin with a Lite” was developed in partnership with Leo Chicago and stars Christopher Walken. The hassle contains three new spots and can run throughout a number of platforms together with retail, social, influencer and TV.
- The Molson Coors model additionally introduced the Miller Lite Damp January Membership, the primary of a number of activations set for 2026, that encourages social gatherings and contains branded merchandise. The brand new platform is a transfer away from the model’s earlier, extra nostalgia pushed advertising and marketing.
Dive Perception:
The arrival of Miller Lite’s new push coincides with the stoop seen in beer gross sales usually noticed in January and February. Miller Lite is making an attempt to remain high of thoughts as Individuals more and more take part in Dry January by specializing in real-world social connections. “Legendary Moments Begin with a Lite” is a response to widespread “anti-social” habits seen amongst customers right now, with press supplies citing knowledge that 60% of Individuals cancel plans not less than as soon as a month.
“This platform is about inspiring the following technology of legendary moments by encouraging folks to say sure to plans and benefit from the easy moments that deliver us collectively,” stated Sofia Colucci, chief advertising and marketing officer for North America at Molson Coors, in press particulars. “That is simply the beginning – all year long, you’ll see huge new inventive work like this that champions beer and connects to clear shopper insights, not simply from Miller Lite however our full portfolio of manufacturers.”
The brand new platform kicks off with “Ditch the Apps,” a spot exhibiting a person alone at a bar, a girl throughout the room. Seemingly out of nowhere, Walken seems, encouraging the person to go to speak to her, saying “Don’t similar to anyone on the app.” He then passes the person two glasses of Miller Lite to share with the girl.
Two extra advert, “‘Ditch Going Dwelling” and “Simply Say Sure,” are set to premiere later within the 12 months. Moreover, the model is partnering with creators equivalent to Laurie Cooper to push the platform on social media.
The brand new platform is a transfer away from the model’s earlier, extra nostalgia-driven advertising and marketing just like the “Legendary Tales Begin with a Lite” marketing campaign, which launched in March 2025, to give attention to making connections within the current.
The Damp January Membership activation will embrace merchandise and different parts meant to assist customers get via what will be seen as a month with little social interplay. To additional drive residence the message of moderation whereas persevering with to socialize with pals, customers can have the prospect to win “The Dampest Keg Ever.” The keg is bigger than a 40-once beer however smaller than a pony keg, to encourage longer hang-outs, in response to press supplies.
Heineken has equally centered its latest advertising and marketing round human connection and disconnecting from social media to dwell within the second. For instance, the model launched an app to show any cellphone “dumb” in October 2024 to encourage customers to place their cellphone away whereas socializing. Roughly a 12 months later, Heineken introduced New York Knicks participant Josh Hart’s group chat to life at a New York Bar.
Molson Coors noticed a 3rd quarter income of $2.97 billion, a 2.2% lower year-over-year. The corporate plans to extend its give attention to economic system manufacturers, together with Miller Lite, via new campaigns and sports activities and music partnerships, in response to an earnings name transcript.
