Have a “Lite” Holiday

The holiday season is one of the toughest times for beer brands — ad space is crowded, competition is fierce, and category consumption naturally dips. Miller Lite needed a way to break through and stay relevant during a time when drinkers weren’t typically reaching for light beer.

Holiday marketing tends to lean heavily into sentimentality and tradition. Miller Lite’s opportunity was to stand apart by embracing levity — leaning into its easy-drinking, fun-loving personality and giving consumers a lighter, more playful take on the season.

We launched “Have a Lite Holiday” — a multi-channel campaign that traded rational product messaging for lighthearted cultural moments. From linear TV to branded holiday merch (like the now-iconic Miller Lite sweater and beer ornament), the work signaled a bold shift in the brand’s creative approach, making fun and humor the lead story.

• First time in years Miller Lite abandoned rational RTBs in TV creative

• Campaign success sparked broader strategic shifts for the brand

• Generated strong cultural traction, turning branded merch into sought-after holiday items