Last month, Miller High Life and Planters announced a partnership that would bring two pieces of the dive bar experience together for a symbiotic co-branding effort that included items like pint glasses and apparel, as well as specialty packaging that includes a QR code that buyers can scan for a chance to win prizes,
The next phase of the branded partnership includes a full-service bar in Milwaukee located inside the Nutmobile – the giant peanut car that Planters uses for promotional campaigns on the road.
People can book time in the bar, located inside the Nutmobile, and experience a multi-sensory immersive experience.
There’s a selfie wall; an “authentic dive bar smell,” which makes sense given the fact that Miller Lite has created candles in the past to replicate the various smells of different bars; a drop-ceiling covered in dollar bills that were specially printed with Planters and Miller Life branding; neon lights; and branded bar games like cornhole.
Overall, it captures the outdoor bar vibe that millennials and now Gen Z drinkers are accustomed to in growing cities, where beer gardens and pop-ups take over vacant lots and provide much more than just cold beverages.
There isn’t a single part of this whole thing that isn’t branded in some way or add to the overall message of Miller High Life and Planters. Small details like printed dollar bills capture the classic dive bar look without sacrificing a good logo placement opportunity.
The bar will open on June 16, and customers can book 90-minute windows of time to hang out in it and, ideally, take lots of photos to provide Planters and Miller High Life even more brand visibility. That’s the real goal here, isn’t it? It’s fun for the people who get to go, but it’s even better that they will want to share it to the countless others who don’t.
Installments like this are becoming more common. Semi-permanent branding efforts, or at least those meant to look like semi-permanent fixtures, are giving people a chance to literally live in an advertisement. Moe’s Southwest Grill opened a hotel room in Miami, Taco Bell had a whole hotel experience, Barbie made an RV pretty similar to this Planters and High Life promo.
There’s no indication that these sorts of campaigns will stop, either.
