The Problem: Bud Light and Michelob Ultra dominate Miller Lite during the summer season
Putting on the thinking cap: Beer drinkers choose their beer based on how they’re feeling when they’re in front of the coolers.
How creativity can solve this: Miller Time captures everything that make summer special, so in order to make Miller Lite the beer of the summer, we have to make the brand FEEL like summer.
CHECK OUT THE STRATEGY HERE
The Lite Cream Truck
Miller Lite ice cream trucks are for the parents who have put their days of red eye ragers behind them. It’ll visit places like the zoo, Disneyland, golf courses, etc.
The Menu
The truck will offer beer floats for the “big kids” and root beer/cream soda floats for the little ones.
Paid social
Geo-targeted social carousels will alert celebrators when the Lite Cream Truck comes to town