CLIENT
SAB Miller
Bob Mikulay, EVP- Marketing
Erv Frederick, VP- Miller Tardemark
Victor Rutstein, Dir.- Miller Trademark
Tom Bick, Sr. Brand Manager- Miller Trademark
AGENCY
Curt Mueller, Copywriter
Michael Moss, Sr. Partner- Planning Dir.
David Apicella, Sr. Partner- Co-Creative Head
Joe Johnson, Sr. Partner- Creative Dir.
Christian Jacobsen, Partner- Account Supervisor
Bryan Grenon, Sr. Partner- Management Supervisor
SUMMARY
Over the last 10 years, the originator of the light beer category, Miller Lite, has seen stepp market share declines at the hands of Bud Light. Then in 2003, and opportunity opened up when Anheuser Busch launched Michelob Ultra creating awareness of low carb beers but also exposing their #1 brand, Bud Light. Miller Lite seized the opportunity by aggressively launching its Low Carb campaign advertising stating that Miller Lite has half the carbs of Bud Lite. This campaign had the following objectives: 1. Stop Miller Lite's sales decline, 2. Achieve volume increases in the Off- and On-Premise, 3. Communicate MIller Lite's low carb advantage over Bud Lite and Coors Light. In the end, Miller Lite's Low Carb campaign met its established objectives while achieving double-digit sales growth, a two-point market share increase and set the stage for one of the most successful brand resurgences in the history of the category.
