The Shoezie from Miller Lite and New Balance

Source: Miller Lite website for the Shoezie

You might have to think twice about this one, to be honest. Miller Lite partnered up with New Balance to create a brand new branded beer koozie that resembles the iconic New Balance 624 sneaker. Evidently that particular kick is a “dad shoe.” Didn’t know. Is that like the “dad bod,” because you know how I feel about that!?!

Now don’t rush out to get one … this was a limited edition play for Father’s Day this year and they’re all gone according to the website where I got the above image.

It’s got some style, I’ll give it that. And I’m betting that it does keep beer cold. It sure did get a lot of press around Father’s Day, which is the point. That may very well be more about the “dad shoe” angle than anything else but in a world of trying to get past the classic tie as a Father’s Day gift, it does have play.

Did it influence anyone’s opinions about either brand? Or sales for that matter? Make a stronger connection to the target market, in this case dads? That’s the true test of the collaboration!

What’s your experience? JIM