Molson Coors Beverage Co has collaborated with influencer & former artistic gymnast Livvy Dunne for its Miller Lite flagship.
The latest asset from the brand’s ‘Legendary Moments’ campaign aims to “encourage logging off, showing up and making real-life moments worth reliving”. The tie-up launches with a limited-edition Miller-branded tea set that Molson Coors explained was “inspired by the cultural phenomenon of ‘spilling the tea'” – a trend that has seen more than 1.8m posts on TikTok.
The novelty set (below) includes a teapot with a mechanism allowing a 35.5cl can of beer to be placed inside, punctured and poured out through the spout.
The set also includes four Miller Lite-branded cups and saucers, and carries an SRP of US$75. A listing on the Miller Lite website states the sets will be available to buy from 28 April.
Dunne will also make appearances with the brand at “major cultural moments and festivals”, including Miller Lite’s “experiential space”, The Social Lite Club, at New Orleans’ Jazz & Heritage Festival running from 24 April to 4 May.
The scope and duration of the arrangement beyond these initial collaborations were not immediately available.
Dunne joins actor Christopher Walken who is also a face of the ‘Legendary Moments’ campaign, which was unveiled in March last year. Walken continued his involvement in the campaign earlier this year with a new series of 15-second spots.
