EnLITEned Advertising

Miller Genuine Draft 64

To meet beer drinkers across the country’s quest for a healthier, calorie-conscious alcoholic beverage, MillerCoors released MGD 64- a super light alternative version to the already-in-your-fridge Miller Genuine Draft. MGD 64 complements beer drinkers who are committed to making good choices with their daily responsibilities and social lives. Containing only 64 calories per 12 oz. serving, MGD 64 allows beer drinkers to feel good about their choice of beverage.

San Diego was chosen as one of the first cities in the country to introduce the launch of MGD 64. Four years later the rest is history….

The Challenge

The challenge with the MillerCoors Campaign was for the product launch of MGD 64 to provide great exposure throughout the county (for distributor off/on premise accounts), while competing with Anhueser-Busch pushing BUD SELECT 55 at the same time. With limited forms of OOH medium to capture the market, Miller Coors turned to Clear Vision to help push their product locally.

The Solution

Clear Vision Advertisement placed ads on 225 cabs that provided coverage throughout the entire Los Angeles County with special emphasis in target demographic locations. We ensured that placement of the taxi ads was distributed amongst cabs to ensure coverage for the entire region. And the illuminated taxi tops provided exposure for the night-life audience.

The Result

The MillerCoors local field marketing manager was pleased with the name-branding that the taxi cabs provided during the launch of MGD 64. We have been asked to run several more campaigns for the brands Miller Lite, Coors Light, and have ran campaigns 3 consecutive years.