Ad Spend Creativity Brand Strategy

Miller Lite gets in summer spirit by renting out grills that look like beer cans

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By Audrey Kemp | Junior Reporter

August 8, 2022 | 4 min read

First, there was beer-infused charcoal. Now Miller Lite is riffing off popular bike-share programs in New York and Chicago.

miller lite-themed barbecue grills

Why rent a bike when you can rent a beer can-themed grill? / Credit: Miller Lite

Bike-share programs have become a staple of some of the top US pedestrian cities. Now Miller Lite is adding its own flavor to the concept of urban dwellers sharing such useful items – only this time around, it’s grills that look like beer cans.

On August 12 and August 13, the brand will open local pop-ups, or “Grill Share stations,” in New York City, specifically at Putting Green, 26 N 1ST St in Williamsburg, as well as in Chicago, at 320 S Canal Street in the West Loop. Once consumers scan a QR code and enter their info, they can rent a Miller Lite grill for free and roll it to their preferred grilling location. The rentals include a spatula, apron, folding beach chair with umbrella, and either a $25 gift card or some Miller Lite.

The tongue-in-cheek campaign has been spearheaded by creative agency DDB Chicago and is the latest extension of Miller Lite’s ‘Summer Loves Beer’ campaign, which aims to establish Miller Lite as the quintessential summer beer, and “Miller time as synonymous with griller time,” per the company. It is also offering the chance for consumers in other cities to win their own grill. Between August 8 and August 19, the brand is launching a nationwide Grill Share giveaway. To enter, consumers can visit MillerLite.com/GrillPromo (they must be of legal drinking age.)

“When it comes to summer, nothing tastes like ‘Miller Time’ more than cracking open a cold beer and barbequing with friends and family, so we’re helping people get in on the fun, even if they don’t have a grill, with our new ‘Miller Lite Grill Share,’ Miller Lite’s director of marketing Anne Pando told The Drum. “Think ‘bike share’ but instead of the bikes, we’re letting you rent charcoal grills shaped like Miller Lite cans. Just like our beer-infused Beercoal we launched in June, we want to remind drinkers that summer loves beer, and there’s no better beer to drink this season than Miller Lite.”

In May, the brand launched ‘Miller Lite Beercoal,’ a beer-infused charcoal for grilling. Not to be outdone, Coors Light just launched its own mosquito trap that drowns bugs in beer. It also created ‘Chillboards’ in Miami, which reflect heat in order to keep local residents cool.

For more information or to make a reservation, visit either MillerLiteGrillShare.com or a local Grill Share station. Reservations are first come, first serve.

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