The product is well suited to deliver on that,” he adds, alluding to the low calorie count and low alcohol content. We also know that the vast majority of them don’t make it successfully through and give up after almost seven days,” says Anup Shah, global and North American VP of the Miller family of brands. “We thought his was really a unique and interesting way to insert Miller64 into that conversation and inspire consumers to what we call enjoy life’s ‘happy-medium’ moments. “We all know that Dry January is part of cultural conversation with many of our targeted consumers making New Year’s resolutions. (Most regular light beers have 4.2 percent ABV with calorie counts in the 90s or 100s.) Ads, which will run on social media and via online videos throughout January, show Braun plugging the brand as “perfect for dry-ish January” because it only has 64 calories and 2.8 percent alcohol-by-volume. Miller64’s campaign tries to take the guilt out of cheating. But MillerCoors has its own data showing that a lot of people don’t stick to their pledges for all 31 days: 30 percent of people who tried to stay sober for the whole month fell short, and the average time it took to fall off the wagon was just seven days, according to a survey conducted for the company by Kelton, a strategic consulting agency specializing in market research. Nearly one-quarter of Americans made plans to participate in Dry January last year, according to a poll conducted by YouGov. The campaign by DDB Chicago comes as Dry January gains momentum, especially among younger generations. Nicholas Braun, who plays “Cousin Greg” in HBO’s hit series “Succession,” stars in new ads that urge people to celebrate a “dry-ish” January, rather than going totally cold turkey. Miller64, the low-alcohol and low-calorie beer from MillerCoors, wants to give drinkers pause before they fully commit to Dry January, the monthlong post-holiday sobriety movement.
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