Holiday Cheer & Beer: Miller Lite Brings the Heat to Sweater Weather with 2018 Seasonal Knitwear Collection
Introduced in 2016, the holiday collection began with one festive sweater and a beverage wrap. In 2017, the Soulsight team engaged with Miller Lite to redesign the sweater and expand the collection to include a stocking cap and socks. This new program received a positive reception from MillerCoors stakeholders, distributors, retailers, and consumers, resulting in an impressive 30K total orders. This year, the team introduced even more pieces — a branded scarf, a pair of mittens with a built-in Miller Lite can holder, and a stocking designed to hold cans — to join last year’s sweater, stocking cap, socks, and beverage wrap. 2018 is also the first year the holiday sweater was heroed in national TV spots.
“Miller Lite recognized that while most people look forward to the holiday season, everyone is busy and life can be stressful,” said Adam Ferguson, Chief Creative Officer at Soulsight. “They once again partnered with us to design a program that allows Miller Lite to connect with consumers in a fun and engaging way that adds to the spirit of the season.”