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Competitive spirit plays key role in push to boost Miller Lite sales

Emory Sullivan

October 01, 2011

Client: MillerCoors (Chicago)
PR agency: Olson PR, previously Dig Communications (Chicago)
Campaign: Taste Points
Duration: May 1-July 31, 2011
Budget: $250,000

Continuing with the "man up" premise from last summer, MillerCoors wanted to boost sales by rewarding consumers for making "manly decisions," namely drinking Miller Lite.

Strategy
AOR Olson PR, along with other agencies, developed a competition that allowed Miller Lite drinkers to earn Taste Points and prizes by interacting with the ...

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Competitive spirit plays key role in push to boost Miller Lite sales

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