There is nothing that beer brands will stop to gain the attention and affection of consumers during the Super Bowl commercial breaks. And this year, Miller Lite toasts a competitor by hosting a free beer giveaway when Michelob Ultra's ad plays during the big game.
Miller's beef with Michelob stems from its promotion of its 95-calorie beer as a healthier alternative to Miller Lite's 96-calorie beer. But Molson Coors' pilsener claims his one extra calorie is worth it - and even makes all the difference. So when the Michelob ad airs during Super Bowl LV on Sunday, Miller Lite fans are invited to type an 836 character URL into their search browser to score $ 8 for a signature six-pack.
Their reasoning? Miller Lite claims that "burning one calorie is as simple as typing a ridiculously long URL."
Miller Lite will share the wealth through Venmo and limit the contest to the first 5,000 entries, according to official rules.
"Miller Lite has been known for decades as the original, great tasting and less filling beer," said Sofia Colucci, vice president of Marketing, Miller Family of Brands in a release. "Over the years there have been a lot of followers. And while yes, some others may have a calorie less, we know that everyone finds joy in something that tastes great."
With Miller Lite “adamant” that football fans will physically type the URL “to burn that one calorie difference,” the brand makes it difficult to copy and paste the long URL that will unlock the giveaway. Instead, the Miller Coors brand is teasing the not-so-secret message only as an image for now.
The competition starts on February 7 and ends at 9:30 PM. CT, open only to US residents 21 and older.