Miller High Life Gingerbread House Campaign

Challenge

Miller High Life has been known as the “Champagne of Beers” for more than a century. At dive bars across the country, it’s used to toast birthdays, anniversaries and, of course, the holidays.But in a year where COVID-19 lockdowns made it harder to celebrate at the bar, we had to find a different way to spread holiday cheer.

Solution

We created and sold High Life Gingerbread Dive Bar Kits that look and feel like real-life watering holes.

Each one comes with vintage Miller High Life wall art and neon signs, an edible pool table under dim lights that actually work, an outdoor pergola for a candy cornhole tourney, a select-o-matic jukebox for the rockin’ gingerbread regulars and, of course, sticky floors made from real Vermont maple syrup packets.

From devoted Miller High Life fans to well-known chefs and bartenders, everyone wanted a piece of our gingerbread dive bar.

15k

Purchase registrations

1.8B

Earned-media impressions

2:00m

mins to sell out

992

Earned-media placements

$0.10

Cost per mile