Dive Brief:

• 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 two 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 will 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.

Dive Insight:

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 as well as an e-commerce site where the co-branded merchandise can be purchased shows Miller High Life looking to directly reach Planters loyal customers. The effort sees the two 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 both 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 a perfect collaboration because our fans were already enjoying High Life and Planters products together everywhere 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 be offered to two consumers and includes a year’s supply of free beer and peanuts along 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 could help it prompt consumers to visit such spaces even as 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 ironically valued at $15,000.

Parent Molson Coors reported a strong start to this year, with Q1 sales growing 5.9% year-over-year. On a call with analysts, the company said it plans to up marketing efforts this year 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 major growth driver. Planters, which Hormel acquired from Kraft Heinz in 2021, similarly has come out with splashy marketing so far into 2023, including its own Super Bowl commercial.