FLORIDA GEORGIA

LITE TAILGATE

Client: Molson Coors Beverage Company

Location: Chicago, IL

Date: November 2023, 2024, 2025

Products: Miller Lite, Coors Light, Topo Chico, Simply Spiked, Happy Thursday, and Vizzy.

Challenge
Each year, Miller Lite sets out to own the tailgate experience at one of college football’s biggest rivalry games: the annual Florida vs. Georgia matchup in Jacksonville. Once dubbed the “World’s Largest Outdoor Cocktail Party,” this citywide event attracts tens of thousands of passionate fans. The challenge? Create the most epic outdoor tailgate that captures the energy of the rivalry and positions Miller Lite as the ultimate game-day companion.

Solution
Foxhole Creative designs and executes a large-scale, immersive tailgate activation, growing each year to combine the excitement of SEC football with Miller Lite’s signature brand experience. The space brings together fans of both the Gators and Bulldogs with interactive elements, premium giveaways, and unforgettable moments that keeps the party going well after kickoff.

Impact
The Florida vs. Georgia Tailgate has cemented Miller Lite’s presence at one of the nation’s most high-profile college football events. By delivering a truly best-in-class fan experience, the brand earns massive visibility year-over-year, strengthening loyalty among consumers, and proving that Miller Lite knows how to show up for game day in the biggest way possible.