THE SHOEZIE
To celebrate Father’s Day in 2021, Miller Lite, the Father of Light Beer partnered with New Balance, maker of the “Dad Shoe” to create a new limited edition product. Combining two of the most prized possessions in every dads arsenal, a beer and the dad shoe, the ultimate Father’s day gift came to be. The Shoezie. The first shoe for your beer.
Built on the heel of a 624 New Balance Trainer, The Shoezie comes complete with loops, breathable leather upper and a non-marking rubber sole. The Shoezie helped Dads and non-Dads enjoy Miller Lite in comfort and style, keeping their beers cold. To promote Shoezie, we teased the internet with a live countdown for the drop and produced fashion ads with real dads as models.
Real Dads
The Print Ads featured Dads in their natural habitat wearing 624’s and drinking Miller Lite held by The Shoezie. It was shot in raw, lo-fi style to bring together current fashion photography trends with straight-forward dad style. We utilized a harsh flash, imperfect environment by design, and a classic American dad wardrobe. To bring the authenticity to the next level we found real dads in local home depot, gas stations and cast them as our models.
Shoezie trended in 13 countries and garnered $26.6M in earned media.
