Miller Lite was facing flagging sales YOL in the spring of 2021 due to COVID lockdowns and restrictions. When restrictions were loosened in Canada in spring of ’21, we needed to remind beer drinkers Miller Lite could still help them have fun times with good friends – even if they had to stay six feet apart when they hung out. We also needed to remind drinkers we were the official beer of Major League Baseball.

BE SOCIAL. STAY DISTANT. The Miller Lite Relief Catcher allowed beer drinkers to hang out together and safely toss each other beers from six feet away.

“Show beer drinkers and baseball fans that, even in challenging times, it can still be Miller Time.”

We partnered with Rawlings (the official glove maker of MLB) to create the Miller Lite Relief Catcher, the only glove designed to catch Miller Lites. So when your friend yelled, ‘Hey! Toss me a beer!’ you could make sure they caught it. We launched the glove in the days leading up to the MLB season on MLB.com and on Miller Lite’s social channels. Gloves were given away to influencer partners as well as people who entered the online competition to win one of their own.

With only a $45K budget we gained over 8 million impressions, most of which were earned media. We also increased Miller Lite’s instagram following by 33%. The glove was covered on sports media podcasts, and talked about by MLB players and fans on social media. We exceeded our contest entry goal by +197%.