Miller Lite's new beer campaign called 'Summer Kick Back' is choke-full of brand activations being deployed across the US. The company went to a bar and took all the patrons to a baseball game, hoisted shade umbrellas at music festivals and handed out beer, flew banners over beaches with sunbathing advice, placed a sunscreen machine on beaches and brought live music to BBQs. The beer campaign didn't stop there -- the company also made sure to be visible at popular events through celebrity endorsements.
The all-encompassing campaign is still continuing across the country and its main target market seems to be Millennial men with the benefit of also having Millennial women in the same arenas that the brand activations are being held.
Marketing is continuing to transform and this is one example of a brand breaking through the clutter and connecting with consumers in unconventional ways.
Summer-Centric Beer Activations
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