Miller High Life and Planters Show How Two Complementary Brands Can Work Together
Is there a better combination than a Miller High Life and some Planters peanuts at a dive bar? Miller High Life certainly doesn't think so, which is why they included peanuts in their dive bar-themed snack.
But now the partnership between the two companies is going even further with a fully co-branded line of merchandise, called "A Match Made in The High Life," which features apparel, headwear, and other bar-themed accessories like bottle openers, can coolers and even neon signs.
Miller High Life and @MrPeanut have been happy hour staples for more than a century. And now, we’re coming together to give fans more ways to enjoy the High Life. Stay tuned. pic.twitter.com/b4s9RfVwLb
— Miller High Life (@millerhighlife) May 9, 2023
All of the products are equal parts Planters and High Life, with imagery of peanuts, beer bottles, and the companies' two logos featuring throughout. Some things, like a pint glass, use the High Life logo with Mr. Peanut (now back from the dead) casually leaning against it.
"There's something about the simple pleasure of eating peanuts and drinking a beer, and bringing these two iconic brands together makes a lot of sense," Lucy Bloxam, marketing manager for Miller High Life, said, according to Market Screener.
The promotion goes a bit deeper, bringing in a digital element by allowing customers to scan a QR code printed on select packs of Miller High Life for a chance to win a $500 gift card to the online store.
Also, Market Screener reported that the two companies will create co-branded retail products for advertising in beer distributors and other locations.
Both Miller High Life and Planters have been creating strong promotional campaigns, with High Life following its peers by really doing more than just pint glasses and can coolers.
And Planters, being probably the biggest name in peanuts, went big with its strange "Death of Mr. Peanut" Super Bowl campaign, but now that he's returned and is alive and well, it opens them up to opportunities for integrating him into co-branded products.
This showcases not only the ability to co-brand and allow to logos to equally share the spotlight. It also shows how you can take a brand story and go deeper than just the main product offered. In this case, it's beer or peanuts alone. But, the marketing people behind this saw the natural partnership as part of the bar experience, and took it to a new level with branded merchandise.
Brendan Menapace is the senior digital editor for Promo Marketing. While writing and editing stories come naturally to him, writing his own bio does not.