Miller Lite teamed up with Major League Baseball’s (MLB) official glove manufacturer Rawlings to create the ‘Relief Catcher’: an exclusive, custom-made baseball glove, engineered specifically for catching beers from friends while keeping a safe distance.
The initiative, developed in harness with agency Sid Lee, aims to help Canadians make the most of a second socially distant baseball season.
Largely looking and feeling like a classic baseball glove, the Miller Lite ‘Relief Catcher’ was created with a few special features to help the wearer ‘catch cold ones’ with an extended tallboy pint pocket that catches any Miller Lite can size, plus insulated leather lining to keep the beer chilled and a removable coaster, while it also includes a ‘Social Distance Certified’ stamp.
During the summer, five lucky winners will get a chance to win this limited edition branded item by entering a contest. A digital-first campaign led by online video running across the brand’s own platforms aims to drive participation in the contest by steering viewers to the online site at www.millerlite.ca/reliefcatcher.
It's been too long since you've tossed your buddy a beer. Now that Miller Time is back, we want you to be ready for the action. We created the world's first mitt designed to catch a beer. Official beer of @MLB. pic.twitter.com/zjcnenjqbe
— Miller Lite Canada (@MillerLiteCA) June 16, 2021
“It’s been too long since Canadians have been able to enjoy some Miller time with their friends,” said Molson Coors Senior Marketing Manager Katie Rankin. “The Miller Lite Relief Catcher is the perfect mix of the love for the sport, our great tasting brew and having some safe socially distanced fun during the ball game this year.“
“With this new Miller Lite creation, fans can reconnect and celebrate the baseball season,” added Sid Lee Creative Director Matt Fraracci. “We were inspired by the popular saying, ’Toss me a beer!’, and with Miller Lite we literally brought it to life. It’s a simple idea that encourages people to continue to be responsible while awaiting the return of baseball in Canada.”
Comment:
We’ve seen a spate of inventive, slightly tongue-in-cheek, sport and sponsorship-linked branded products and devices in Canada in recent months.
Amongst its other recent ventures in this stunt space are Molson Canadian’s branded robot vacuum-cleaner/beer-cooler ‘Brewboni’ for the NHL playoffs and Coors Lite’s Toronto Raptors ‘Weighted Hoodie’.
What’s next? A shoe for your beer?
He gave you the gift of life. You give him the gift of cold beer. #Shoezie https://t.co/8l8tCRJ5n0 pic.twitter.com/GCU7977juc
— Miller Lite (@MillerLite) June 17, 2021
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