Miller Lite Know Your Beer
Blowing the competition out of the water with 1M blind taste tests.
Bring a competitive sampling program to life for the new millennial beer drinker and showcase that Miller Lite has more taste than Bud Light—without the heavily branded marketing jargon.
To pull it all off, TEAM created an unbranded beer education program designed to help beer drinkers become more discerning in their alcoholic libation choices through a blind taste test. We approached it by removing the branding from the two contenders. Then, we sat back and let the beer speak for itself. By the end of the program, an impressive 20,000+ Know Your Beer tasting events took place in 42 states throughout the US—including Hawaii and Alaska.
Consumers Engaged 1-on-1
of Participants Chose Miller Lite
Increase in Purchase Intent
Lift in Sale Volume