Miller Lite Teams up with Iconic #99 J.J. Watt to Give Away 99 Beers This Football Season

This football season, Miller Lite is teaming up with former pro football player and sports broadcaster, J.J. Watt, on a new multi-year partnership to make game time, Taste like Miller Time. Just like Miller Lite, J.J. hails from Wisconsin. And as a new Miller Lite football teammate, he’ll help promote the iconic beer brand through a cross-channel marketing campaign, spanning digital, social, retail and national TV.

In the new campaign, developed by DDB Chicago premiering September 18, Watt is seen in a living room surrounded by packs of Miller Lite. Given J.J.’s #99 jersey is iconic, the spot features J.J. singing the classic '99 Bottles of Beer', but with some slightly different lyrics. Featuring a tongue-in-cheek cameo from Watt’s wife and pro-soccer star, Kealia Watt, the spot will air across TV, paid and organic social. 

“99 packs of Miller Lite in our house, didn’t read the fine print in my deal,” sings J.J. Watt in the spot. “It’s affecting my life, I can’t find my wife. Someone please help me give away all this beer.” 

The new ad also promotes how 99 lucky winners can get their hands on 99 beers and a signed J.J. Watt jersey, courtesy of Miller Lite. For full details on the sweeps, click here.  

“J.J. is a no-brainer for Miller Lite – he’s authentic, charismatic, Wisconsin-raised, and most importantly, a huge fan of Miller Lite,” says Ann Legan, vice president of marketing, Miller Lite. “Working with J.J. has been such a fun way to dive into my new role on the Miller family earlier this year. Together, we can’t wait to make football season taste like Miller Time… with 99 beers from a legendary #99 on the field.”

Miller Lite’s new partnership with J.J. Watt amplifies the brand’s robust football plans, which include packaging and programs for 16 professional football teams and an exclusive Fantasy Football partnership with retail integration.