Miller Lite and former pro football star J.J. Watt both got their start in Wisconsin so this new free beer promotion makes sense at least regionally, especially with football season having kicked off.
Here’s the deal…
On September 18th Molson Coors made the big announcement, that former pro football star JJ Watt is the new face of Miller Lite’s football program.
Watt, a three-time defensive player of the year and five-time pro bowler who played 12 seasons in Houston and Arizona, will star in a new ad that debuts this week and plays off his jersey number, 99, while giving legal-age drinkers a chance to win free Miller Lite.
And the promotion is built around this uber-hilarious new spot…
In addition to the new spot, Watt is lending his likeness to retail tools, including a life-size standee, which will augment Miller Lite’s existing football program that includes themed packaging and alliances with 16 pro teams.
“J.J. embodies football and, just like Miller Lite, he’s from Wisconsin,” Anne Pando, Miller Lite’s marketing director told Beer & Beyond. “And he’s a true Miller Lite fan who’s as beloved for what he did on the field as for what he does off the field. We couldn’t be more excited for J.J. to be Miller Lite’s newest teammate.”
Miller Lite has been on roll of late, its sales volume grew 19% for the 13 weeks that ended Sept. 3, according to Circana multi-outlet and convenience store data and its new partnership with Watt is just the latest of its football tie-ins.
Miller Lite has re-upped as the lead beer sponsor of ESPN’s fantasy football app, and will also continue to sponsor of the popular “Fantasy Pros” podcast, which offers news and analysis for fantasy football players.
It’s renewed its partnership with sports betting platform Draft Kings. So clearly it’s “Game On” for the nation’s third bestselling beer.
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