In response to the 2020 pandemic and the cancellation of the NFL season, Miller Lite sought to reignite the spirit of football in 2021 by celebrating the return of in-person gatherings and the cherished tradition of watching games with friends.
'Miller Timeless Collection' campaign was born. It featured an online contest where fans could win a unique set of six rings, each with a custom sensor that unlocked Miller Lite for life when in proximity.
The rings, each adorned with jewels and 10-karat gold, symbolized the sacred bond of football fans and their friends, reinforcing Miller Lite's understanding of this cherished tradition.
