London International Awards
2022 Winners and Finalists
Agency of the Year: Alma DDB, Miami
Bronze
Package Design
Special Editions
Entrant: | alma DDB, Miami |
Brand: | Miller Lite |
Title: | "Beernaments" |
Corporate Name of Client: | Molson Coors |
Associate Director, Client Development: | Trish Galvez-Tuel |
Media Company: | Connect, Chicago |
Director of Strategy - Connect: | Sean Pann |
PR Company: | Edelman, Chicago |
Senior Account Supervisor - Edelman: | Derek Wimer |
Full Service Agencies Companies: | alma DDB, Miami/DDB Chicago, Chicago/DDB San Fransisco, San Francisco |
Founder/Chairman - alma DDB: | Luis Miguel Messianu |
Chief Creative Officer - DDB North America: | Ari Weiss |
Chief Creative Officer - alma DDB: | Alvar Suñol |
Executive Creative Directors - alma DDB: | Jorge Murillo/Christian Liu |
Executive Creative Director - DDB San Francisco: | Ben Wolan |
Creative Directors - alma DDB: | Juan Camilo Vadivieso/Jonathan Garcia |
Associate Creative Director - alma DDB: | Martin De Ferrari |
Associate Creative Directors - DDB San Francisco: | Oskars Trinitis/Carlos Savage |
Copywriter - DDB Chicago: | Ken Bates |
Art Director - DDB Chicago: | Lane Hedler |
Executive Art Producer - DDB Chicago: | Suzanne Koller |
Senior Print Producer - DDB Chicago: | Carla Nieto |
Design Lead - DDB Chicago: | Dru Jennett |
Project Management Director - DDB Chicago: | Jen Polan |
Project Coordinator - DDB Chicago: | Victoria Rodriguez |
Talent Manager - DDB Chicago: | David Greene |
Agency Chief Strategy Officer - DDB North America: | Eric Zuncic |
Senior Strategist - DDB Chicago: | Alex Danks |
Junior Strategist - DDB Chicago: | Abby Deyhle |
Agency Account Executive - alma DDB: | Daniela Cardenas |
Senior Production Business Manager - DDB Chicago: | Robert Shin |
Agency Account Executive - DDB Chicago: | Raneen Onallah |
Agency Account Supervisor - alma DDB: | Adriana Pineda |
Agency Account Supervisor - DDB Chicago: | Dee Dee Morrow |
Agency Group Account Director - alma DDB: | Beatriz Del Amo |
Agency Group Account Director - DDB Chicago: | Kiska Howell |
Agency Account Director - alma DDB: | Jose Hawayek |
Agency Account Director - DDB Chicago: | Diana El-Chantaf |
Agency Planning Director - alma DDB: | Mauricio Cadena |
Production Company: | Kaleidoscope, New York |
Director of Studio Production: | Brian Winterton |
Studio Manager: | Yvette Doud |
Model Shop Manager: | Chuck Judy |
Mechanical Engineer, Designer: | Rob Jack |
Senior Project Manager: | Bryan Nendze |
Mock Up Artist: | Alan Thomas |
Packaging Manager: | Tom Herbert |
Retouchers: | Mickey Chesky/Michael Meyer |
Description:
The challenge: Help people escape the obligatory occasions that dominate the Holiday season to enjoy Miller Time instead.
Launching weeks before Christmas, Miller Lite introduced Beernaments— special edition drinkable Christmas ornaments that could be hung on Christmas trees for decoration.
Beernaments could be purchased on the brand’s exclusive microsite, beernaments.com, for $19.75 (the year Miller Lite was born) in a set of six. The festive ornaments were injection-molded using rigid resin and finished with pearlescent color and satin pearl, a seasonal nod to the perennial Miller Lite can.
A printer then applied the artwork using a PAD printing process.
All consumers had to do was crack them, drink them and hang them.
The effort was amplified through media placements, paid and earned influencer partnerships and social media, including an OLV with actor and comedian Jimmy O. Yang promoting the exclusive holiday décor.
The Beernaments helped Miller Lite stay top-of-mind and drove a spike in sales during the holiday season. The ornament quickly went viral, selling 15,000 units in just 96 seconds.
Beernaments.com also averaged 5,000 consumers during daily release times, nearly 10% of which were first-time shoppers at the Miller Lite online store. Once they sold out on the Beernaments microsite, they immediately hit the resale market, with some being sold for nearly $290, compared to their original retail price of $19.75.
The effort resulted in over 550 earned media placements and achieved 90% positive/neutral social sentiment. In the end, the campaign drove 1 billion impressions and resulted in +3.4 volume growth in December, the strongest growth in five years. Talk about a fun holiday season.