CLIENT
Molson Coors Beverage Company
Michelle St. Jacques, Chief Marketing Officer
Erica Watts, Global Vice President - Miller Family of Brands
Erica Watts, Sr. Marketing Manager - Miller Family of Brands
AGENCY
Mischief @ No Fixed Address *Lead Agency
Greg Hahn, Chief Creative Officer
Kerry McKibbin, President
Kevin Mulroy, Executive Creative Director
Bianca Guimaraes, Executive Creative Director
Jeff McCrory, Chief Strategy Office
Alison Whisenant, Account Director
Will Dempster, VP Content
Erica Watts, Content Producer
Erica Watts, Associate Creative Director - Art
Erica Watts, Associate Creative Director - Copywriter
Erica Watts, Digital Associate Creative Director
Erica Watts, Junior Designer
Erica Watts, Senior Strategist
Erica Watts, Business Manager
Erica Watts, VP Creative Technology
Strike Anywhere
Erica Watts, Director
Erica Watts, Director of Photography
Erica Watts, Line Producer
Erica Watts, Production Designer
Erica Watts, Executive Producer
SUMMARY
Miller announced it was launching a hard seltzer...into oblivion. Because the introduction of new products, flavors and especially so many hard seltzers was out of control. So Miller reminded people of just how great simple, beautiful beer can be. A very different type of launch event drove one of the most successful brand programs Molson-Coors has ever done. Record setting awareness, increased consideration, huge earned media, overwhelmingly positive sentiment, 1 000 000 + attended the virtual launch - and we sold more beer. Beer is awesome. Miller proves it here.
