Our Work

ICF Next × Miller High Life

dive bar kit

A sudsy spin on a holiday tradition: the gingerbread house
Gingerbread dive bar kit
ICF Next x Miller High Life

The situation

Miller High Life has been known as the “Champagne of Beers” for more than a century. At dive bars across the country, it’s used to toast birthdays, anniversaries and, of course, the holidays.

But in a year where COVID-19 lockdowns made it harder to celebrate at the bar, we had to find a different way to spread holiday cheer.

The outside entrance of a dive barA vintage mural for Miller High LifeA closeup shot of people drinking Miller High Life beers at a bar

The solution

We created and sold High Life Gingerbread Dive Bar Kits that look and feel like real-life watering holes.

Each one comes with vintage Miller High Life wall art and neon signs, an edible pool table under dim lights that actually work, an outdoor pergola for a candy cornhole tourney, a select-o-matic jukebox for the rockin’ gingerbread regulars and, of course, sticky floors made from real Vermont maple syrup packets.

The impact

From devoted Miller High Life fans to well-known chefs and bartenders, everyone wanted a piece of our gingerbread dive bar.


Purchase registrations


Minutes it took to sell out


Earned-media placements


Earned-media impressions


Cost per mille