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Miller Lite Pays Tribute To Dads' Fix-Up Fixation

 

Miller Lite’s Father’s Day promo helps dads spend more time with their kids -- by providing gifts they can repair together.

This week the brand rolls out the Miller Lite Fix-Pack, described as “a limited-edition Father's Day gift that combines the things Dads love most: spending time with their kids, fixing things and celebrating with a Miller Lite afterward.”

Each Fix-Pack contains a “one-of-a-kind” Miller Lite-branded broken item, “for Dads and their grown kids to fix together,” along with a rebate for a six-pack of Miller Lite. Options include: leaky umbrellas, a wonky workbench, a busted cooler, a wobbly camping chair, a tuneless acoustic guitar and a splintered toolbox, among others.

The brand cites a recent YouGov study that found “nearly 60% of Dads say their ideal Father's Day is simply spending time with their kids,” as inspiration for the Fix-Pack, along with another Realtor.com report that said 51% of Americans turn to Dad first for repair-related advice.

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“Dads have enough mugs and ties to last a lifetime — for Father's Day, they just want quality time with their kids. And because they love to tinker, what better way to spend that time than fixing something together?,” said Courtney Benedict, vice president of marketing, Miller Lite Family of Brands, in a release. “The Fix-Pack celebrates the Dads who treat every crooked shelf and weird car noise like an opportunity to enlighten their kids with their handiwork, and we think those Dads deserve a Miller Lite once the toolbox gets put away.”

The first drop for the Fix-Pack is June 10, with a second drop on June 12. All items are $7.99 and available while supplies last.

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