It’s mid-June, and brands are set to honor dads once again with a variety of Father’s Day promotions that include everything from booze to beer to tools (and in at least one case, combining the latter two). Here’s a roundup of what some brands are doing for dads this year.
Miller Lite
Miller Lite is leaning into the holiday by tapping into dads’ need to fix things. The brand has developed a limited-edition line of “Fix-Packs” for broken items that dads can repair with their children’s help. Building upon the statistic that 60% of dads claim their ideal Father’s Day would be to spend time with their kids (and more than half of Americans say that they turn to dad first for repair-related advice), Miller Lite’s Fix-Packs are an alternative to ties and mugs. The packs, which were available in two separate drops through the brand’s website last week, contain a one-of-a-kind, Miller Lite-branded broken item and a rebate offer for a six-pack of Miller Lite.
Harpoon Brewery
Up in the New England area, Harpoon Brewery, Boston’s first craft brewery, is combining Father’s Day with the brand’s 40th anniversary. The brand has partnered with comedian Willy Appelman, who incorporates his experiences as a father of four into his act, to stage what the brand is calling “the ultimate Father’s Day event.” Taking place at Harpoon’s Seaport brewery location, the event on Sunday, June 21, will include a live dad joke competition, dad rock music and lawn games, and a parenting-themed comedy set hosted by Appleman.
Glenfiddich
Whiskey brand Glenfiddich is using Father’s Day to unveil new packaging in a manner that honors the brand’s 139-year-old heritage while appealing to a new generation. The refreshed design reimagines Glenfiddich’s iconic assets, including its legendary stag mascot, updated typography and elevated Grant Family Crest. The new look is featured in the brand’s “Father’s Day Value Added Pack, which includes a full-sized bottle of Glenfiddich’s 14-year-old Bourbon Barrel Reserve and smaller bottles of Glenfiddich 15-year-old Solera Reserve and Glenfiddich 18-year-old.
Black Menswear
Black Menswear is launching a Father’s Day-themed campaign, “The Fathers Who Raised Us,” inviting Black men to submit short, personal stories honoring their fathers and father figures that made them who they are. The community driven campaign is meant to express the real men, memories and lessons that often do not make it into mainstream Father’s Day conversations.
The brand will curate a selection of stories to create a full editorial series that it will publish across its owned platforms. One grand prize winner will receive a custom suit from Don Morphy, while three runners-up will receive luxury grooming packages from Maneuver Men’s Grooming.
Pantalones
In a bid toward equal representation, Matthew McConaughey’s Pantalones tequila will follow its recent Mother’s Day campaign, with a Father’s Day effort. The new campaign builds on Kay “MaMac” McConaughey’s story about her late husband’s “beast” (a reference to his prowess in bed) by offering up some “Let The Beast Show” t-shirts (a line taken from MaMac’s tale in which she did not want her husband’s body covered up after he passed while making love to her) for the dads. The shirt is available while supplies last through the brand’s website and can be packaged with Pantalones’ Extra Anejo tequila. (t-shirt and t-shirt/Extra Anejo bundle), the drop features a vintage-inspired tee that makes for the ultimate Father’s Day conversation starter.
Academy Sports and Outdoors
Academy Sports and Outdoors is looking to reimagine Father’s Day as “Dadmas,” which is inspired by the excitement and anticipation of Christmas morning. The company has curated an assortment of gifts including fishing shirts and apparel; grills, smokers and griddles; coolers and drinkware; fishing rods and equipment, and range finders.
“Father’s Day is about more than gifts, it’s about creating moments and memories families enjoy together,” said Matt McCabe, executive vice president and chief merchandising officer, in a statement. “We’re helping customers celebrate the father figures in their lives with products and experiences that inspire adventure, connection and fun, all while delivering the quality, assortment and value our customers expect.”
Craftsman
Craftsman, meanwhile, is taking advantage of Father’s Day falling on the summer solstice (a.k.a. “The longest day of the year”) to launch a “Longest Day Build Hub” microsite. The hub offers project ideas, build, kids, tools and materials lists to take the longer hours to build some backyard structures.
The brand enlisted some members of its #CraftsmanCrew – DIY duo Nik & Live and renovation expert Alex D’Alessio – to create some outdoor projects for families to build together. Among the offerings are an Adventure Structure, featuring monkey bars, swings, and climbing elements and backyard refresh ideas.
Dodge
While getting dad a new hot rod for Father’s Day may be a bit much, Dodge is giving them a chance to have that new car smell. The brand is offering a “Dodge Charger Fragrance” through its website, with a 3.4 oz bottle available for $24.95.
St. Regis Hotels & Resorts
Upscale hotel chain St. Regis Hotels & Resorts is partnering with London-based menswear brand Drake’s to create a limited-edition capsule collection of men’s accessories, including a tie, pocket square, bandana and baseball cap. The product launch will be accompanied by a series of immersive experiences at several St. Regis properties with retail pop-ups, trunk shows and bespoke bar and cocktail menes celebrating modern fatherhood.
Decked
Outdoor company Decked is bringing back its “Dad Time Off” program for a second year. As with last year, the program will select 100 dads from a pool of nominees and reimburse them for a full day of lost wages as they spend time with their families.
Psycho Bunny
Menswear and lifestyle brand Psycho Bunny is launching a new campaign, “This is Generational Wealth,” to celebrate the non-financial lessons, traditions and values that are passed from generation to generation. The campaign, shot in Los Angeles, features a multigenerational cast of talent and their families, including chef Roy Choi and his father; NBA player Denzel Perryman and his daughter, and musician Abner Ramirez and his son Joaquin.
In addition to the campaign, which is meant to move away from the idea of generational wealth being financially oriented, Psycho Bunny will continue its partnership with HeadsUpGuys, a men’s mental health initiative.
Depend
Absorbent underwear brand Depend has enlisted former NFL star and coach Deion Sanders to send a health-oriented message this Father’s Day. The “Depend Wake Up Calls” campaign encourages men to stop putting off regular checkups and screenings. Through the campaign, consumers can sign up to send a video text message from “Coach Prime” to motivate men – in the way only Sanders can – to schedule a medical appointment or to get some encouragement after receiving a challenging diagnosis. (A third option addresses bladder leaks for brand synergy.) Sanders himself had bladder cancer, so his message about early detection holds weight.
“Too many men keep putting their health on pause, and that’s a losing game,” Sanders said in a statement. “Together with Depend, I’m encouraging you to stop waiting, stop the excuses and take control now.”
Fireball
Fighting back against the looksmaxxers and gym-fluencers with a Father’s Day campaign to defend the dad bod. The brand is offering up a “Fireball Dad Bod Whisky Fanny Pack,” which is designed to look like a flabby stomach (complete with tattoo and belly button). The pack comes pre-loaded with a hidden pouch filled with nearly 35 shots of Fireball (1.75 liters) and a built-in spout for easy pouring.
To promote the pouch, the brand teamed with reality TV stars Austen Kroll and Salley Carson (from Southern Charm) to appear in a cheeky, PSA style campaign, asking consumers to pledge their support to “save the dad bod.” For the promotion, the first 200 pledges through the campaign will receive a special “I [heart] Dad Bods” bumper sticker along with their fanny pack.
