- Molson Coors brand Miller High Life announced a partnership with nut brand Planters for a co-branded campaign, called “A Match Made in the High Life,” according to a press release.
- The tie-up celebrates the connection the 2 brands have in community spaces like dive bars and ballparks, per release details. Through Sept. 5, consumers can win prizes by scanning a QR code on limited-edition Miller packaging or by visiting a landing page.
- Activations may also span limited-edition merchandise and packs, retail displays and co-branded neon signs in bars nationwide. The effort sees the brands taking a community-focused approach to attract consumers, while Miller is again linking itself to dive bar culture.
Miller High Life and Planters are leaning into the often-appreciated pairing of beer and nuts for a co-branded campaign arriving in time for summer. The landing page for the promotion in addition to an e-commerce site where the co-branded merchandise may be purchased shows Miller High Life looking to directly reach Planters loyal customers. The effort sees the 2 brands leaning on community events like sports games and going out to bars, in hopes of connecting with consumers following years of pandemic-fueled restrictions that limited such opportunities.
“These two iconic American brands have each quality products and passionate fan bases,” said Lucy Bloxam, global brand marketing manager at Molson Coors Beverage Company in a press release. “It’s such an ideal collaboration because our fans were already having fun with High Life and Planters products together in all places from the ballpark to the bar, and now we get to formally acknowledge that perfect match.”
Key to the activation is a QR code giveaway, inviting consumers to scan limited-edition Miller High Life packaging to win either a co-branded t-shirt or the grand prize, which will probably be offered to two consumers and features a 12 months’s supply of free beer and peanuts together with a $500 gift card meant to be spent on limited-edition merchandise and bar accessories.
Miller High Life has often associated itself with dive bar culture, a move that might help it prompt consumers to visit such spaces whilst at-home drinking continues to gain traction. Similar cheeky efforts of the past have included a partnership with Tipsy Scoop to create a beer-infused dive bar-inspired ice cream. In 2021, the brand also gave away a dive bar-inspired patio set, though it was satirically valued at $15,000.
Parent Molson Coors reported a robust start to this 12 months, with Q1 sales growing 5.9% year-over-year. On a call with analysts, the corporate said it plans to up marketing efforts this 12 months while also pointing to Coors Light and Miller Lite — two brands that appeared in Molson’s first Super Bowl ad in 30 years — as a significant growth driver. Planters, which Hormel acquired from Kraft Heinz in 2021, similarly has come out with splashy marketing thus far into 2023, including its own Super Bowl business.
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