The Ask: “People think our beer tastes like water. How can we turn that into a competitive advantage for today’s health-conscious consumer?”
“Dry January” has been a huge trending topic on social for the past few years, but a deeper dive into conversations shows that it’s a movement that seemingly everyone loves to hate.
Luckily, Miller64 is so light, drinking it hardly feels like drinking a beer at all. So we took that insight to its logical extreme with our “Dry-ish January” activation to save health-conscious beer drinkers from having to go completely cold-turkey all month. We even got Cousin Greg from Succession to help us out.
(This campaign launched in January 2020, and is still ongoing, so more work to come as it becomes public)