Thanksgiving marks the start of the winter holidays. And Miller Lire is celebrating the season with the return of its collectable ugly knitwear.
And no matter your thoughts about Miller Lite as a beer, you have to give it to MillerCoors.
Its holiday knitwear is UGLY!
Miller Lite’s ugly holiday knitwear is audacious in both tastelessness and scale… Anchored by its trademark and “seriously ugly” holiday sweaters, this year’s collection also returns Miller Lite’s ugly socks, ugly beanies, ugly beverage wraps and ugly (humanoid) scarves.
And in spite of 2018’s public protests over the line, MillerCoors has unapologetically opted to add new products to the ugliness this year.
2019’s ugly holiday knitwear newbies include, an ugly dog scarf for Spot, an even uglier sweater vest for Uncle Ed and special Miller Lite ugly holiday slippers for aesthetically-challenged Miller Lite sippers.
“This is hands down one of Miller Lite’s favorite annual programs, and each year we refresh our design and add new items to keep the program interesting,” says Allison Wallin, marketing manager for Miller Lite….
“This year, we’re especially excited about the program’s evolution because it will help us bring ‘It’s Miller Time’ to life during the holiday season. Our holiday sweater is a symbol of Miller Time, and wearing one means you’re confident and comfortable being yourself and connecting with family and friends over a beer.”
“The campaign is aimed at reminding consumers and retailers that beer, and Miller Lite in particular, is relevant during a season when wine and spirits get a larger-than-normal share of feature and display activity, Wallin explained to Behind the Beer. “Our goal is to win our fair share and then some in both on- and off-premise accounts and connect with consumers in a memorable way.”
Miller Lite’s ugly holiday knitwear also will be available as part of promotional giveaways at retail, including at grocers, liquor stores, bars, taverns and restaurants, across the nation…
That’s a lot of retail ugliness over the holidays…
“Some 40 chain retailers across the country are participating,” Wallin tone-deftly boasted. “This is such a fun and festive take on the holidays that our system gets behind in a big way, and never bigger than this year.
And this year MillerCoors is doubling down on UGLY and extending its holiday program to include its packaging….
Aluminum pints of Miller Lite and its packaging will carry the knitwear theme, with the Lite logo and “It’s Miller Time” slogan accompanied by holiday trees, reindeer and snowflakes – all of which look like they’ve been cross-stitched into the brand’s white cans. So there’s that as well…