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The Challenge
From jukeboxes to karaoke to live bands, music has always been in the DNA of the dive bar — and by extension, Miller High Life. But with other brands crowding the music space with flashy partnerships, Miller High Life needed a way to steal the stage while celebrating its dive bar roots.
The Opportunity
With analog tech trending again, we had a chance to create a cool, one-of-a kind experience that would break through with media and bottle up the sweet sounds of the dive.
The Solution
We created the world’s first beer-filled vinyl record. Instead of booking big-name talent, we let the dive bar play lead. Every fizz, clink, and neon buzz was sampled and spun into “Dive Bar Sounds” — a concept album following a night at the dive from first pour to last call. Priced like a 24-pack, each release sold out in under a minute and topped the charts with media and fans alike.
1B+ Impressions
940 + Earned Placements
<1 min: every vinyl drop sold out
98 % brand headline inclusion
99% positive / neutral sentiment
The fact that it also doubles as an actual music-playing record is next-level... it’s no wonder this quickly became a hit. - VICE
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