The problem: Miller Genuine Draft (MGD) was lost. Five different campaigns in 10 years, and no advertising at all for the last 2 led to declining awareness, relevance and sales.
The insight: Miller Genuine Draft. All three of these words scream “BEER.” MGD has and always will be all about beer. That is our core truth; we love, love, love beer. And as so many beer companies concentrate on other things, it felt like the exact time to remind people of just how freaking great beer is.
The solution: Prove that MGD is unapologetically beer by announcing that we’re launching a seltzer. Then revealing that we’re literally strapping it to a rocket and launching it into oblivion, exactly where that fad beverage belongs. We teased with a film and then livestreamed the launch on social channels, complete with a countdown, commentators and a crew team.
The results:
Highest brand awareness lift ever (+26.7% increase) among 21 to 34-year-olds (YouGov, sample of 468) for a Molson Coors band activation
>25% 21 to 34-year-olds aware of Miller Lite and Miller High Life were also aware of the activation.
More than half a billion impressions.
40% completion rate for one-minute teaser video (average completion rates for Facebook videos is between 5 and 15%)
+1M tuned into the live event across Miller's social channels.
+160 press placements.
98% positive/neutral social sentiment.
84% headline penetration.