Miller Lite is starting the year by remembering that the best moments happen when socializing in person. Its new campaign, “Legendary Moments Start with a Lite”, starring Christopher Walken, will debut on Saturday, January 10 during the NFL playoffs and will extend beyond television with the Miller Lite Damp January Club, encouraging consumers to meet, win prizes, and obtain exclusive merchandise.
The campaign seeks to counteract the trend of canceling plans: 60% of adults admit to doing so at least once a month. Ads, such as “Ditch the Apps”, show Walken encouraging people to put down their cell phones and connect in real life with friends, reinforcing the message that legendary moments start with a Lite.
In addition, Miller Lite is launching a raffle for the “Dampest Keg Ever” and Damp January Club activities to motivate social gatherings, highlighting that sharing a beer is still the best way to create meaningful connections.
