Miller Lite have launched a limited-edition matte black beer can as part of its campaign to get drinkers to take a break from social media.

The 12-ounce cans, which are matte black with a grayscale “Lite” logo and a gold top, will be available in more than 500 bars and taverns in 27 states starting this week.

On their reverse, they carry a condensed version of the campaign manifesto in gold script: “A few friends are better than a few thousand followers. Here’s to the original social media. Here’s to the original light beer. It’s Miller Time.”

“When we unveiled the can last fall, people loved it, and we immediately received a ton of requests — ‘Where can I get it?’ ‘Where can I find it?’ ‘I need to have one,’” says Heidi Gilbertson, an associate marketing manager for Miller Lite. “We’re excited to make this happen so quickly, and it’s the perfect time because so many people are making New Year’s resolutions to spend less time on their phones, and more time with friends face-to-face.”

The Miller Lite Offline Cans will be supported with a targeted public relations, social media and point-of-sale marketing campaign that aims to inspire drinkers to invite friends for a night out over Miller Lite.

In select bars where the cans are available, Miller Lite will reward some drinkers for going offline with their own Miller Lite Offline Can, where permitted and while supplies last.

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