Like all beer makers, Molson Coors’ Miller Lite would give its right arm to get bars, nightclubs, baseball stadiums and restaurants filled again. Or, actually, Miller Lite would give your right arm.
Or left.
For a limited time, via its website, it is now offering the $10 “Almost Miller Time” T-shirt, which comes with one sleeve missing so the wearer is vaccination-ready. When they order, consumers can choose which sleeve they can do without.
All the proceeds go to the United States Bartenders’ Guild, which provides help to out of work restaurant workers.
Recently, I talked about the sales of bar-scented candles provided to help the Guild. And the beverage company already kicked in $1 million to the bartenders’ emergency assistance program relief campaign and held virtual fundraising events.
While this may be a great publicity stunt and of course I am all for charitable donations, but wearing a t-shirt with one sleeve cut off is just not my style.
Please, please, please do not try this in your business.
There are so many other ways that you can promote your business that do not require trying to start a new fashion statement.
I much prefer Budweiser’s commercial in which its iconic Clydesdale horses are reunited with the cute puppy that caused a consumer sensation when they first appeared together in a Super Bowl ad in 2014.
Budweiser is using the ad as part of a new campaign in which the beer maker will give a free bottle of Budweiser to to people who will send proof, via ABeerOnBud.com, that they’ve been vaccinated.
Now that is more my style. (Just substitute a good micro-brew for the Bud)
Since the phrase “It’s Miller Time” is so ubiquitous, how could you use that headline in your marketing message that things are sorta, kinda getting back to normal?
