Recruiting the New Miller Lite Draft Generation

Opportunity: Draught sales have bottomed. Time to increase Miller Lite’s share of on-premise, premium draft occasions in key U.S. markets.

Approach: We crosscut the Cultures of Intoxicants and Social Media to determine Miller Lite brand relevance during on-premise

draft beer drinking occasions.

Insight: Male consumers, LDA-29 are “drafting” each other as they learn to climb professional and social ladders; they affiliate and assimilate by

adopting similar lifestyle brands. Technology is enabling them to recognize and be recognized for the personal decisions they are making.

“Draft Company”Consumer Target

Hypothesis: LDA-29 beer drinkers rely on digital Applications to recognize and seize social situations, helping them navigate their

on-premise drinking occasions and decisions.

Challenge: Help male, LDA-29 year-old Miller Lite draft drinkers recognize their manhood, and be recognized by others for knowing

their beer when socializing on-premise. To recognize is to know. To know is to have confidence.

Strategy: Consistent with Be A Man campaign, Know Your Beer is a call to action inciting male (domestic) draft beer drinkers to examine their draft beer choice, and to confidently recognize their beer when they encounter it - be it stepping up to the bar and ordering without hesitation, or devising foolproof

techniques for identifying his pint along a crowded bar.

Know Your Beer.

Solution: Recruit Miller Lite draught drinkers to create the Most Recognized Pint in the America.

Idea: “Shazam the pint.” Create Beer Recognition Technology.

Media: Pint ID - App recognizes and authenticates Miller Lite pints.

Hold pint to iPhone to read

beer

Technology can discern Miller Lite DNA from competition.

100% accuracy.

Features: Multi-functional Social Media Platform.

Hold pint to iPhone to read

beer

Activation: 360o BTL awareness.

• Drive trial and consideration • Efficient on-premise promotion and awareness• Viral and community-building potential • New digital drinking ritual• Fortifies Miller Lite’s taste and product creds• Builds and extends loyalty and adoration• Scalable to all consumer drinking segments

Social Responsibility: Intuitive use digital images to judge cognition levels and test hand-eye coordination.

• Recognizing when to stop is a sign of confidence