GIVE A VETERAN A PIECE OF THE HIGH LIFE by Arc Chicago for Millercoors

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GIVE A VETERAN A PIECE OF THE HIGH LIFE

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Industry Beers and Ciders
Media Promo & PR
Market United States
Agency Arc Chicago
Associate Creative Director John Florek
Executive Creative Director Matt Denten
Creative Director Ryan Maconochie
Copywriter Jake Swartz
Account Supervisor Grady Covington, Julie Glick
Released July 2010

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: MILLERCOORS
Product/Service: BEER
Agency: ARC WORLDWIDE
Date of First Appearance: Jul 1 2010
Entrant Company: ARC WORLDWIDE, Chicago, USA
Chief Creative Officer: Bill Rosen (Arc Worldwide)
Executive Creative Director: Matt Denten (Arc Worldwide)
Creative Director: Ryan Maconochie (Arc Worldwide)
Associate Creative Director: John Florek (Arc Worldwide)
Copywriter: Jake Swartz (Arc Worldwide)
Senior Art Director: Kasey Moore (Arc Worldwide)
Senior Vice President/Account Director: Chris Emery (Arc Worldwide)
Account Supervisor: Grady Covington (Arc Worldwide)
Account Supervisor: Julie Glick (Arc Worldwide)
Account Executive: Katie Feldman (Arc Worldwide)
Digital Manager: Linda Ziemer (Arc Worldwide)
Planning Director: Susan Pitt (Arc Worldwide)
Senior Producer: Rex Kahr (Arc Worldwide)
Media placement: Point of Sale Material - Display Spectacular - Retail: Off-Premise Channels - July 1, 2010
Media placement: Point of Sale Material - Bottle Cap Collector - Retail: Off-Premise Channels - July 1, 2010
Media placement: Point of Sale Material - Duffle Bag - Retail: Off-Premise Channels - July 1, 2010
Media placement: Point of Sale Material - Display Card - Retail: Off-Premise Channels - July 1, 2010
Media placement: Point of Sale Material - Floor Decal - Retail: Off-Premise Channels - July 1, 2010
Media placement: Point of Sale Material - Cooler Door Decal - Retail: Off-Premise Channels - July 1, 2010
Media placement: Point of Sale Material - Metal Bucket - Retail: Off-Premise Channels - July 1, 2010

Describe the objective of the promotion.
Develop a program that would increase feature and display of Miller High Life at grocery and convenience stores nationwide during the competitive summer period. Excite the distributor network and provide retailer value so that they would actively support the initiative at retail. Create high volume sales by motivating consumers to buy High Life over competitive brands. We needed to do all this while staying true to the brandʼs positioning of “Living the High Life”.

Describe how the promotion developed from concept to implementation.
360 degree activation started with a sales pitch to over 1,000 beer distributors at the MillerCoors national convention where the Director of the Iraq and Afghanistan Veterans Association (IAVA) endorsed the program. We kicked things off for consumers by giving away 1,000 tickets to a baseball game for vets and their families, gaining coverage on Fox News and CNN. At retail, patriotic packaging and POS signage promoted a 10 cent donation for every cap that was collected. We enabled Facebook users to show their support by sending messages to vets and post a badge we created to their profiles.

Explain why the method of promotion was most relevant to the product or service.
We set out to find people who truly deserve the “High Life” in the way that MillerCoors intended — enjoying the things that really matter. Who more deserving than the veterans who put their lives on the line in Iraq and Afghanistan? President Obama forecasted the return home of 100,000 soldiers by September 2010, but the average person had no real way of directly showing the veterans their pride and gratitude. Our program helped channel the nation’s support into tangible benefits for the vets by giving them a piece of the “High Life.”

Describe the success of the promotion with both client and consumer including some quantifiable results.

• Nearly 10 million caps were collected adding up to over 1 million dollars worth of “High Life” experiences for over 4,000 veterans.
• Distributor collateral material orders were up more than 30%, amounting to $1.2 million system investment in the program.
• Retailers promoted the program so strongly that MHL was the only below-premium brand to grow incremental volume at +8%, while the rest of the segment was down -6%.
• MHL’s share of the below-premium segment grew +0.2 ppts.
• Total media impressions exceeded 231 million.
• Facebook traffic increased 41% since the launch of the campaign.