Male Gen-Z, Millennial Media Opps: Miller Lite gears up for summer with beer-infused charcoal

Miller Lite (ML) kicked off summer 2022 with a new product called Beercoal. The brand claims this is the first-ever beer-infused charcoal. It comes in a 4-pound bag and is intended for standard charcoal grills. This is part of a campaign called "Summer Loves Beer," which will be supported by video ads. The brand is also rolling out patriotic packaging ahead of Memorial Day and the Fourth of July holidays. ML will likely increase spend to promote these initiatives, so sellers should get in touch for more information. 

Per Pathmatics, ML earned 1.6b impressions YTD through Facebook ads (51%), desktop video ads (30%), Instagram ads (17%) and Twitter ads (2%). It placed 100% of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, twitch.com and twitter.com. It spent approximately $15.7m on digital display ads YTD, a 19% increase from $13.2m spent in this channel during the same timer period of 2021. Full-year spend jumped 50% from $28.4m in 2020 to $42.6m in 2021.

According to iSpot, ML spent approximately $20.4m on national TV ads YTD, a 9% increase from $18.8m spent in this channel during the same time period of 2021. Full-year spend increased by 33% from $29.1m in 2020 to $38.6m in 2021. This year, it placed ads during programming such as NFL Football, NBA Basketball, College Basketball, SportsCenter and College Football. 

Sellers-- ML targets Gen-Z (21+) and millennial men through digital display and national TV ads. The brand has been ramping spend up across both channels for the last couple of years. It placed the majority of its digital ads directly onto social media sites and it placed TV ads during sports programming, which are all popular among the aforementioned target demographics. ML also invests in OOH, print and local broadcast TV ads, per Kantar. Sellers should reach out to offer ad space so that you can score some of these extra ad dollars. 

Agency & martech readers-- To the best of my knowledge, ML works with DDB Chicago (creative, digital & social AOR), Publicis Media (media AOR), ICF Next (PR) and Team Enterprises (experiential). You can try offering project-by-project assistance for the best chance of picking up some of ML's business.