Bustin’ a Groove with Dad: Miller Lite, Leo Chicago and The Unicorns Debut the Fix-Pack
Father’s Day is coming up, and the folks at Miller Lite and Leo Chicago are setting up Miller Lite fans with the best gift they can give Dead Old Dad, like a busted guitar, a clock that definitely doesn’t tick or a cooler hanging on by a single hinge. Introducing the Miller Lite Fix-Pack – a limited-edition Father’s Day gift that combines the things Dads love most: spending time with their adult kids, fixing things and celebrating with a Miller Lite afterward.
The Fix-Pack delivers on a simple Father’s Day truth: nearly 60 percent of fathers say their ideal Father’s Day is simply spending time with their kids, while 51 percent of Americans say they turn to Dad first for repair-related advice. So naturally, Miller Lite decided to give Dads the exact kind of problem they can’t resist solving with their adult kids, turning busted objects into legendary moments together. The Fix-Pack campaign is live on social media, and was introduced with a brand video produced by The Unicorns, with post production by Harbor Picture Company.
“Dads have enough mugs and ties to last a lifetime — for Father’s Day, they just want quality time with their kids,” says Courtney Benedict, Vice President of Marketing, Miller Lite Family of Brands. “And because they love to tinker, what better way to spend that time than fixing something together?,” said “The Fix-Pack celebrates the Dads who treat every crooked shelf and weird car noise like an opportunity to enlighten their kids with their handiwork, and we think those Dads deserve a Miller Lite once the toolbox gets put away.”
Each Fix-Pack includes a one-of-a-kind broken item – uniquely Miller-Lite branded – for Dads and their grown kids to fix together, plus a rebate to put towards the only thing you’ll need after a job well-done: a six-pack of Miller Lite. Whether it’s bringing a beat up, vintage dartboard cabinet back to life, rescuing a messed up toolbox latch or finally fixing up that wobbly lawn chair, the Miller Lite Fix-Pack transforms everyday repair projects into the kind of Father’s Day quality time dads actually want. Each Fix-Pack is unique, letting you pick the item your dad will appreciate most, and arrives in custom Father’s Day packaging with a personalized gift message and simple instructions encouraging Dads and their grown kids to spend time fixing things together.
Fans 21+ can visit shop.millerlite.com/fixpack beginning June 10, with another drop on June 12 to purchase the perfect Fix-Pack for their dad while supplies last. Fix-Pack items will be available for $7.99 plus shipping, consistent with the suggested retail price of a six-pack of Miller Lite. To learn more, visit MillerLite.com and follow @MillerLite on social media.
Fix-Pack credits:
Creative Agency: Leo Chicago:
Dean Paradise, Chief Creative Officer
Adriano Matos, Global Executive Creative Director
Ricardo Salgado, Sr. V.P., Group Creative Director, Copywriter
Andrea Sarcullo, Sr. V.P., Group Creative Director, Art Director
Bobby Kuhn, Associate Creative Director, Copywriter
Jesse Snyder, Associate Creative Director, Art Director
Kyle Poff, Senior Vice President, Design Director
Laura Frank, Executive Vice President, Strategy Director
Sara Oleksak, Vice President, Strategy Director
Shannon Haley, Associate Director, Strategy
Sarah Kaminsky, Senior Vice President, Account Director
Jessica Kemp, Account Supervisor
Julian Trujillo, Assistant Account Executive
Tyler Vondell, Director, Project Manager
Agency Production: Publicis Production:
Will St. Clair, Sr. V.P., Executive Producer
Marissa Mandarino, Executive Producer
Javier Jimenez, Senior Producer
Sarah Tomick, Senior Producer
Kevin Osmond, Senior Retoucher
Michael Shanahan, Sr. V.P., Groupe Director, Business Affairs
Mike Hurley, Senior Business Affairs Manager
Amy Manning, Business Affairs Manager
Production: The Unicorns:
Sun Komen, CCO
Ceara Adamson, CD
Adrianne McCurrach, Jenny Gobel: EPs
Brenda Osorno, Producer
Katherine Johnson, Head of Production
Ralph Kujipers, Head of Development
Alexis Celic, Producer
Brendan Lynch, Production Supervisor
Laura Hartmann Giordani, Production Coordinator
Keith Pikus, Director of Photography
Ryan Murray, Photographer
Anthony Pizza, Production Designer
Post Production: Harbor Picture Company:
Luke Sloma, Senior Editor
Natalia Trejo Bax, Assistant Editor
Jenny McDonald, Executive Producer
Tayler Gilchrist, Senior Producer
