I never smoked, but I had a lot of friends who did back in high school, and the greatest thing about it was Camel Cash. Little currency-like coupons with Joe Camel’s face on them that, when collected in great numbers, entitled underage smokers everywhere to exchange them for beach towels and cassette players, and squeezy water bottles and all manner of other branded merch. It was fabulous. My friends were so excited for this stuff that they greatly increased their tobacco intake in order to get better and better swag. The morality of such an incentive program escaped me because, hey, free beach towel.
Through the Extras loyalty program, Miller High Life will celebrate baseball, as well as many of the players who helped make it “America’s Pastime.” High Life Extras allows legal-drinking-age consumers to earn reward points by purchasing specially marked packages of High Life and High Life Light, and redeem those points for High Life gear. The Extras program is now offering baseball-themed High Life merchandise.
“Extras has been a huge hit with beer drinkers since we launched it last spring, and we believe that offering exclusive High Life-themed baseball merchandise is just another way to keep the program fresh and add value for our loyal fans,” said High Life senior brand manager Kevin Oglesby. “From a High Life baseball jersey to a base-and-bat barstool, the Extras program offers something for all fans. Baseball and Miller High Life have been intertwined for more than 100 years, so this is just one way we’re bringing together the heritage and authenticity of these two American icons.”
Like I said, I didn’t smoke, but boy howdy do I ever drink! Pass me the champagne of beers, friend. Daddy wants an Atlanta Braves barstool!