Client
MOLSON COORS (MHL), HORMEL (PLANTERS)

Miller High Life is an iconic brand. But despite its legendary status, overall sales hadn’t been too kind in recent years. What’s worse — High Life was losing steam with its “tried-and-true” consumer. So, what better way to revive a dive-bar staple than by pulling up a stool for one of its most beloved bar mates? Enter Planters® Peanuts. Together, we made it easier than ever to reach beer drinkers with peanuts and peanut lovers with beer.

Fondly remembered but frequently forgotten,

The Champagne of Beers had lost its sparkle.

We needed to boost sales during beer's most competitive selling season
- oh, and on an economy beer budget.
So after spending 100+ years next to Planters® Peanuts at the bar, we made it official.

INTRODUCING

We united two iconic brands over a mutual love of satisfying cravings for more than a century.

Together, we brought dive-bar culture to life across multiple touchpoints.

We gave bars and bar-goers alike a full suite of awesome, retro-inspired apparel, signage and more. It become some of our most sought-after merch in years.

We took it to the road with the "Nuttiest Dive Bar" — a cozy little mobile tavern celebrating all that we love about those two legendary brands.

We gave consumers a chance to win a year's supply of Miller High Life and Planters® Peanuts, along with everything they'd need to create their own one-of-a-kind dive bar at home.

Reviving a Dive Bar Icon

The Champagne of Beers had lost its sparkle.

INTRODUCING

We united two iconic brands over a mutual love of satisfying cravings for more than a century.

Together, we brought dive-bar culture to life across multiple touchpoints.

We gave bars and bar-goers alike a full suite of awesome, retro-inspired apparel, signage and more. It become some of our most sought-after merch in years.

We took it to the road with the "Nuttiest Dive Bar" — a cozy little mobile tavern celebrating all that we love about those two legendary brands.

We gave consumers a chance to win a year's supply of Miller High Life and Planters® Peanuts, along with everything they'd need to create their own one-of-a-kind dive bar at home.

As a result, High Life saw its highest share of economy beer in more than 6 years, with an 8% sales lift.

A Match Made in the High Life became so successful we did it 3 years in a row

OH AND NOT TO BRAG…

But I got to make this guy. So thats cool

BETHANY HOLDCROFT

Reviving a Dive Bar Icon

The Champagne of Beers had lost its sparkle.

INTRODUCING

We united two iconic brands over a mutual love of satisfying cravings for more than a century.

Together, we brought dive-bar culture to life across multiple touchpoints.

We gave bars and bar-goers alike a full suite of awesome, retro-inspired apparel, signage and more. It become some of our most sought-after merch in years.

We took it to the road with the "Nuttiest Dive Bar" — a cozy little mobile tavern celebrating all that we love about those two legendary brands.

We gave consumers a chance to win a year's supply of Miller High Life and Planters® Peanuts, along with everything they'd need to create their own one-of-a-kind dive bar at home.

As a result, High Life saw its highest share of economy beer in more than 6 years, with an 8% sales lift.

A Match Made in the High Life became so successful we did it 3 years in a row

OH AND NOT TO BRAG…

But I got to make this guy. So thats cool

MILLER LITE

COORS LIGHT LOCALIZATIONS

BETHANY HOLDCROFT