The Challenge

Miller Lite invented light beer in 1975, and 50 years later the brand wanted more than nostalgia to mark the milestone. The celebration needed to feel true to Miller Time by bringing people together for more legendary moments, and not just looking back.

The Opportunity

The 50th lined up perfectly with International Beer Day, giving us the perfect chance to turn a little-known holiday into an epic Miller Time moment worthy of a national toast.

The Solution

We gave the country 50,000 reasons to celebrate by pulling off the largest single-day beer giveaway ever. On August 1, Miller Lite transformed International Beer Day into a coast-to-coast toast, handing out 50,000 beers across 500+ bars
in all 50 states.

At exactly 4:50 p.m. local time (for the fiftieth), fans clinked glasses in a synchronized toast, anchored by a giant NYE-style six-pack drop at the Miller Brewery in Milwaukee. With Luke Combs, Marcello Hernandez, and David Ortiz rallying fans online, plus livestreams and digital giveaways,
we turned an under-the-radar holiday into a nationwide moment of Miller Time.