Miller Lite Tea Set
CASE STUDY COMING SOON
Every alcohol brand is facing the same challenge: younger generations simply don't drink as much as previous ones. That doesn't mean Gen Z doesn't drink. Millions of them still love beer.
So instead of trying to convince non-drinkers to drink, we created a new beer occasion for the people who already do.
The Debrief is a growing Gen Z trend where friends get together the next day to talk—AND SPILL ALL THE TEA—about the night before. The perfect moment to introduce Miller Lite, right?
So we teamed up with Gen Z influencer and Miller Lite fan Livvy Dunne to create the Miller Lite Tea Set, turning the day after into a moment that's just as legendary as the night before.
The campaign generated 1 billion impressions in just three days. The Tea Set was available exclusively on MillerLite.com, and every item sold out. Some even ended up on eBay at much higher prices. Mission accomplished. Now, spilling the tea has become a whole lot more interesting.
Role: Group Creative Director