MILLER LITE METAVERSE BAR AT SUPER BOWL 2022
It seemed impossible, but Miller Lite did it again, managing to capture the attention of thousands of fans during the Super Bowl, without appearing on the air. The 56th edition of the Super Bowl was held on February 13 at Sofi Stadium, home of the Los Angeles Rams and Chargers, where the AFC and NFC champions battled for the title. This is one of the most important sporting events in the USA and Molson Coors once again launched a powerful campaign around the great sporting event par excellence for Americans using the ‘Metaverse’ as a hook.
On this occasion, Miller Lite created its own Big Game party, and presented what it called an “authentic community bar experience” within the Decentraland virtual world-building platform, where it launched a new ad created especially for the occasion. As a reminder, the Coors beer brand cannot advertise nationally at the Super Bowl because rival AB InBev has exclusivity in the alcoholic beverage category during the commercial breaks of the highly anticipated NFL finals.
Already last year, Coors Light also tried to get people to dream about brand-related imagery by showing them an inspirational movie and then playing an eight-hour soundtrack while they slept.
CANTROLER, a beer can that every videogame fan would like to have
Also in 2019, in Los Angeles, the U.S. company presented a peculiar and innovative advertising campaign for its most popular product. It was the ‘Cantroller’ beer can with a built-in video game controller. The control was fully functional and the can contained beer inside, although clearly, it was not reusable. Due to the small number of buttons and the shape it had, it could only be used for simple games. ‘The first control you can drink’, was the slogan chosen for this product of which only 200 units were produced. Undoubtedly, a hit for collectors.
