The holidays are already full of moments that compete with Miller Time. During the 2021 holiday season, Miller Lite wanted to introduce a unique way to bring Miller Time back to consumers during the hectic holidays.

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.