Broken Father's Day Gifts

Miller Lite Showcases Fix-Pack for Father's Day

Miller Lite has introduced a limited-edition Father’s Day offering called the Fix-Pack. This imaginative initiative swaps traditional presents like ties and mugs for deliberately broken or damaged items intended to be repaired together by dads and their adult children.

Each Fix-Pack contains a unique, branded object in less-than-perfect condition — from guitars that cannot be strummed and clocks missing hands, to wobbly lawn chairs and coolers with loose hinges. Each gift set also comes with a rebate toward a six-pack of Miller Lite to enjoy after the work is complete.

Miller Lite's Fix-Pack concept draws on survey data indicating that nearly 60% of fathers prefer spending quality time with their kids over receiving material gifts, and that roughly half of Americans turn to their dad first for repair advice.

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