Miller Lite wanted to “win” St. Patrick’s Day in Chicago, so we launched an inviting campaign that was inclusive of everyone in the city, regardless of ethnicity. The campaign not only doubled sales of Miller Lite, but has also become an annual staple of St. Patrick’s Day tradition in Chicago.
We blanketed the city with this brand-new identity: the CHI-RISH.
This may come as a shock, but most people in Chicago spend St. Patrick’s Day drinking in bars. So we focused efforts on “on-premise” activation, offering free decoration packages to local bars and handing out all kinds of fun CHI-RISH swag.
Radio played an integral part of the campaign, broadcasting limerick-style “toasts” to listeners around the city.
Adam Henkel 