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MILLER COORS

Know Your Beer

How do we bring a competitive sampling program to life for the new Millennial beer drinker, engage one million people across the country, and showcase that Miller Lite has more taste and is better than Bud Light, but without the heavily branded marketing speak?

Create an unbranded beer education program, designed to encourage drinkers to learn more about how to evaluate beer through a blind taste test. The program engages consumers and provides information that can help them select a beer based on color, aroma and taste. Strip away the marketing, just let the beer speak for itself, and it will rise to the top more often than not.

What we did

Results:
Engaged 0.5M beer drinkers
72% chose Miller Lite

Miller Lite invented the Light Beer category back in the 70s, but today craft beer continues to grow while light beer has been declining. Most believe all light beer is the same. Bud Light tends to be the default in bars, not Miller Lite. And many don’t realize that Miller Lite offers more taste, with half the carbs and fewer calories than Bud Light. Our primary objective was to drive brand consideration and create a that “ah-ha” moment to snap people out of complacency. We presented people with an in-bar experience that allowed them to taste Miller Lite and Bud Light side-by-side, but without any loud, flashy, or heavily branded Miller Lite marketing-speak.

People will forget your witty hashtag and your latest campaign,

but they will never forget how you made them feel.