Miller Coors®

Entrenching a heavyweight in the digital age.

In the beer business, craft breweries are redefining the category. Once dismissed as an annoying blip, they now command a solid 11% marketshare.

Amidst the looming threat, MillerCoors was a well-entrenched company with a portfolio of brands ready to defend their position. One problem, their share was eroding by 3% year-over-year. Our strategy was to dig deep into their core brand equities and provide their consumer fresh and engaging content in the moments that mattered most.

Over a period of three years, we were able to stem the decline and create an overall lift in sales that was largely attributed to our work in digital.

Foster's Beer

What do you do when beer sales are sliding and the brand is grasping for a reason to live? Revive what made it iconic. Our team refreshed the well-known “How to Speak Australian” campaign both on and offline with a series of 19 television spots and a variety of snackable pieces of content.

The result? We reversed 11 straight quarters of declining sales and lifted their numbers for the next two.

Creative Team: Paul Greer, Bob Merlotti, Guy Helm, Marc Pellmann, Alex Manosalvas

Coors Light®
Cold FX

An iconic brand known for their innovative “cold activated” cans, Coors Light was launching a new form factor — the first of its kind aluminum pint (with resealable cap to boot).

The pint was launching in select cities over the summer and the brand was betting big on digital to drive both velocity and awareness. Our two-part campaign first teased out various pint “sighting” videos (including a cameo by Ice Cube).

Creative team: Marie Murphy, Nick Wichmann, Judd Stricker, Futureman, ArcTouch Mobile

Once the pint was available, we encouraged fans to then showcase their own pint “encounters” through our mobile app and array of social posts.

Miller Lite®
Taste Points

The biggest promotion in MillerCoors history—Miller Lite Taste Points.

Miller Lite encouraged beer drinkers to “save their summer” by collecting Taste Points and submitting them for the chance to win epic prizes. The reward based system encouraged social actions and was a wild success by driving over 8 million entries. We created all the digital/mobile work for the program.

Creative Team: Bill Matznick, Caroline Reed, Daphne Karagianis

Miller Lite®
Fantasy Football

What do you do when you’re NOT the official beer sponsor of the NFL? You do everything you can to own the fan experience outside of the NFL. We took that challenge head on by aligning ourselves with fantasy football (an activity that had the heart of the sport, if not actually being a sport itself. In fact, if it was indeed a sport, it would rank fourth in the country based on popularity).

Research and first-hand experience pointed us to the core of what drives fantasy-team owners: Trash Talking. Working with Yahoo, we created a series of custom rich media units that read real-time information from the games and dynamically assembled a series of smack downs. Owners could then respond and serve one right back. Results garnered

Creative Team: Bill Matznick, Bob Merlotti, Paul Greer

Sparks® vs. Everything

The original beer + caffeine alchemy— Sparks was an early fan-favorite amongst college-age gents. It developed a cult following and people equated it to the best thing since Pixy Stix. That was to be short-lived — the FDA soon began cracking down on this over-stimulating combination. And that meant: goodbye caffeine.

Our challenge, re-market a fan favorite that was no longer going to include what made it a favorite. Alas, they substituted it with flavor, and we needed to tell people about it. These were no ordinary flavors. They had punch. They had bite. They were ready to take on the world.

So we issued a challenge, Sparks would take on EVERYTHING, and we meant EVERYTHING — ham sandwiches, lattes & milk wouldn’t be spared in our taste battle for the ages.

Creative Team: Paul Greer, Bob Merlotti

MGD64®
Burn-off-a-Beer

When you’re launching a beer with just 64 calories, you’re launching something special. And that special raises the eyebrows of those focused on fitness. Because in the fitness world, 64 calories is incredibly easy to burn — roughly 560 steps easy. And in those steps, and we saw an opportunity: demonstrate how easy it is to burn off an MGD64 and encourage people to do it.

Enter the MGD 64 Pedometer App. It counts the calories you’ve burned so you know when you’ve earned a cold one. From there, we connected the app with Facebook and let users enter team challenges: Climb Mt. Everest, Round the Bases, etc.

Featured in Adage, Gizmodo, and even Bloomberg!

Creative Team: Daphne Karagianis, Crystal Smith, Van Eiseman, Al Nicolini, Carrie Krischer