Shut out of the Big Game, Miller Lite was basking in public relations goodness when it announced that it will debut a Super Bowl ad – only not on TV. Instead, it will air the spot within a virtual bar in the metaverse. Then Stephen Colbert quickly made the ‘bar’ a punchline. So, what is Miller Lite’s reaction and what can we now expect from the bar and the ad? Molson Coors global marketing vice-president Sofia Colucci shares her thoughts with The Drum.