CREATING A MILLION SIPS TO TIP THE SCALES FOR A SLUMPING LIGHT BEER
Miller Lite took the battle of the brews to the barstools, serving up a million blind taste tests that let flavor do the talking and converted casual sippers into discerning devotees.
Dodging the flashy ads, TEAM crafted an in-bar showdown that pitted lite against light, letting the golden suds of Miller Lite outshine its rival without uttering a single slogan.
This was no mere taste test; it was a full-on flavor crusade, marching across the country from sea to shining sea, including the beer frontier of Hawaii and Alaska.
The results? A grassroots gulp-off that let Miller Lite's taste, carbs, and calories speak for themselves, turning "ah-ha" moments into "aha, more please" decisions.
1,000,000
consumers engaged in a personal blind beer-to-beer combat.
72%
Of participants chose Miller Lite, crowning it the flavor favorite.
7.7%
Lift in Sales Volume, putting our money where our mouth is
