✓ Miller Lite is getting in on soccer this summer with the Miller Time MVP Matchball, a soccer ball that holds 12 Miller Lites for the true MVPs: the fans
✓ The Matchball is accompanied by the brand’s robust media presence, including an expected 60% increase in national media spend compared to last June and July for Miller Lite and Coors Light
✓ It comes as Miller Lite steps up throughout the summer with its signature Americana packaging and breakthrough retail partnerships to celebrate America’s 250th
You don’t need to be on the pitch this summer to be an MVP. In fact, Miller Lite believes the real MVPs aren’t the ones playing soccer at all.
They’re the ones who make Miller Time happen. The friend who hosts the watch party or gets to the bar early to get a table for the entire crew. The one who explains offside to the soccer newcomers multiple times. They turn every game day into Miller Time, and this summer – with soccer sweeping the nation during peak selling season – there are a lot of celebrations to go around, and a lot of MVPs to be rewarded. So, Miller Lite is coming in hot with robust summer programming: Miller Time is on U.S.
“It’s the summer of soccer. And it’s America’s 250th. And, yes, it’s going to be nice out,” says Courtney Benedict, VP of Marketing for Miller Lite. “So, Miller Lite is getting in on the action, bringing its Americana roots to help champion legendary moments – from the pitch to your backyard – all season long.”
Scorin’ and sippin’
As the world watches soccer descend upon our turf this summer, the Original Light Beer is bringing its game in a big way. With an expected 60% increase in national media spend year-over-year in June and July for Miller Lite and Coors Light, that’ll extend the brand’s “Legendary Moments Start with a Lite” campaign, including a new TV spot that will run throughout the summer of soccer.
Beyond the screen, the brand is also recognizing the everyday MVPs who make Miller Time happen. Because what goes better with soccer than beer? Well, a soccer ball that holds your beer, of course.
Enter the Miller Time MVP Matchball. Just as star players are awarded MVP balls after every game, Miller Lite is doing the same with the real MVPs: the fans. Debuting a first-of-its-kind commemorative ball that holds up to 12 Miller Lites, the Miller Time MVP Matchball is 1.5 times that of a regulation ball and is fully reloadable. It also comes with a display stand, so it’s bound to be the centerpiece at soccer watch parties and beyond.
A soccer ball that literally fits a 12-pack of Miller Lites... that’s how you score some serious Miller Time.
Check it out for yourself here (and below), and follow Miller Lite’s social channels for more:
The Matchball will be available through multiple drops starting on May 20 and again on June 3, while supplies last, exclusively at shop.millerlite.com/matchball. Balls will be sold for $19.75 — a nod to 1975, the year Miller Lite became the original light beer. Fans 21+ can also nominate the MVPs of their crew on Miller Lite social channels for a chance to win a Matchball, a well-earned goal if you ask us!
Miller Time is on U.S.
The Matchball and Miller Lite’s soccer programming anchor a summer full of Miller Time, including the return of Miller Lite’s signature Americana packaging.
As the Original Light Beer, the brand knows a thing or two about celebrating a milestone, so as America’s 250th rolls around, Miller Lite is pairing its special-edition packaging with grilling-inspired retail partnerships featuring American favorites Kingsford Charcoal and more. Plus, it’s launching a consumer promotion that gives you a chance to win 250 Lites for America’s 250th.
Free Miller Lites for the big birthday... sign us up! Details and rules for how to enter can be found at www.millerlite.com/mvp.
It all comes as Molson Coors deploys big plans across the entire portfolio for soccer, including a new Coooors Light campaign, new creative and soccer-themed collaborations from Topo Chico Hard, a localized portfolio play in host cities that welcomes visiting fans into the Molson Coors cooler, increased media pressure throughout the summer with premium placements and partnerships in host cities, and more.
“Miller Time is on U.S. this summer. It’s on soccer. It’s on grilling. It’s on snacking,” says Benedict. “And since there are so many celebrations this summer, you bet there’s going to be a lot of Miller Time, too.”
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