As part of the campaign, Miller Lite will host the “The Damp January Club,” the first of a series of activations throughout 2026. The club encourages taking a more nuanced approach to the idea of Dry January and New Year’s resolutions, by enjoying things in moderation rather than cutting them out altogether.
Various perks on offer include beer money, early merch access, and a chance to win “The Dampest Keg Ever,” specially created for lighter pours.
“Legendary Moments Start with a Lite” will appear across TV, social, influencer activity, and retail. It launches with the “Ditch the Apps” spot, while the two additional films will roll out later this year.
