Oh, it’s the most
Miller Time of the year.
CHALLENGE
During the 2021 holiday season, Miller Lite launched Beernaments — our first-ever drinkable ornament. To amplify Beernaments, we needed to cut through the noise during the busiest, most special time of the year.
STRATEGY
To break through the holiday clutter, we'd leverage the brand’s humor and show beer drinkers how Beernaments were the ultimate holiday bauble to propel intimate connections and celebrations.
IDEA
We partnered with comedian and actor Jimmy O. Yang — who had the #1 trending holiday movie on Netflix for weeks leading up to our launch – using his authentic and funny voice to bring Beernaments to life.
In a video, Jimmy introduces the perfect ornament — Miller Lite Beernaments — as he cracks them, sips them, and adorns his very own tree.
For 10 days, we dropped a new batch of Beernaments, as thousands dashed to Beernaments.com to purchase an extra-festive 6-pack. But the real gift? 1 BILLION+ impressions, and Miller Time becoming the must-have gift of the season.
PRESS/COVERAGE
“Miller Lite is selling ‘drinkable’ ornaments for those who want to get tannenbombed.”
“Your tree isn’t the only thing getting lit this year.”
“Beernaments make hanging beer cans on your Christmas tree classier than ever.”
“Miller Lite has found a way to crack open a cold one and decorate your Christmas tree, in that order.”
“Hold my Beernament! Miller Lite made drinkable tree ornaments for the holiday.”
“If regular ornaments are too boring to hang on your tree this year, Miller Lite is selling mini-beer sized ornaments.”
OUR RESULTS
1 BILLION+
Total Impressions
Across Paid & Earned
2 MINUTES
Average Time
Beernaments Sold Out
VOTED #1
PR Week's #1 Campaign Breaking
Through Holiday Noise
4.5%
Celebrity Engagement Rate
(Industry Average: 1-2%)
The most festive 6-pack ever.
