Miller Lite rents out grills in latest summer stunt

Dive Brief:

Molson Coors brand Miller Lite introduced a "Grill Share" program that includes local pop-up stations and nationwide giveaways, according to a press release. The effort was created by DDB Chicago.
At Grill Share stations in New York and Chicago, consumers can reserve a Miller Lite Grill and spatula, apron, folding beach chair with umbrella and $25 gift card, either by signing up online or scanning a QR code. Consumers can then unlock and roll their grill to a nearby spot.
In addition, Miller Lite is giving away branded grills via a microsite from Aug. 8 to Aug. 19. The campaign is inspired by research shared by the brand that 30% of U.S. households don't have a grill and comes after other summer-related stunts from Molson Coors.

Dive Insight:

Miller Lite is getting into the sharing economy with its Grill Share program; press materials nod to the prevalence of ride sharing, bike sharing and pandemic-accelerated screen sharing. As the pandemic moves to an endemic phase, consumers have spent this summer returning to pre-pandemic activities, like grilling with friends, a trend the beer brand is hoping to encourage and be part of.

The Grill Share locations in New York and Chicago, at 26 N 1st St. in Williamsburg and 320 S. Canal St. in the West Loop, respectively, allow consumers in high-traffic areas to rent a grill and roll it to a nearby location. The free program will be available on Aug. 12 to Aug.13, with signs up opening Aug. 11. The QR code-powered experiential activation sees the brand embracing a combination of pre- and post-lockdown tactics.

Along with the Grill Share locations, the brand is expanding the effort with an online grill giveaway that begins today (Aug. 8) at 12 p.m. CT and continues through Aug. 19. This will allow the brand to reach a larger group of consumers with branded merchandise. Previously, the brand sold "Beercoal," beer-infused charcoal that it released in time for Memorial Day cookouts. Both efforts look to connect with consumers around grilling, with the latest push coming amid the last weeks of the summer season in advance of Labor Day.

Miller Lite parent Molson Coors has recently doubled down on stunt marketing to connect with consumers around outdoor activities. Sister brand Coors Light last month released the "Thirst Trap," a limited-edition 3D-printed funnel that attached to a 12-ounce can of the beer in an effort to catch mosquitos.

Molson Coors last week reported its Q2 earnings, attributing a 1.7% decline in its U.S. sales volume to declining sales throughout the industry. However, Coors Light, Miller Lite and Coors Banquet combined to grow total industry share amid higher marketing investment in Coors Light and Miller Lite, per the report.