Will talking cans shake things up this summer during the most competitive season for brewers? Miller Brewing Co. hopes they will.
Miller’s “Open Up: The Great Taste of Summer” program puts talking cans of Miller in specially marked packages of Miller Lite and Miller Genuine Draft. Once opened, the cans let drinkers know if they have won prizes linked to sports and music.
Prizes include behind-the-scenes baseball (spring training); NASCAR (in the pits) and football (training camp) experiences with Miller alliance partners and full-access and backstage music festival experiences at Miller-sponsored venues such as South by Southwest, Bumbershoot and Summerfest.
The three major summer holidays—Memorial Day, July 4th and Labor Day—accounted for 13.7% of last year’s beer sales, said Brian Kristofek, president, Upshot, Chicago, which developed the promotional overlay for the talking cans campaign.
The campaign is supported by larger-than-life interactive talking cans, cooler stickers, pennant strings, table tents and a take-one booklet with information on Miller’s major alliances. The promotion targets 21- to 27-year-old males with the theme of enjoying the moment this summer.
“The whole idea is giving them a prompt to open up all the possibilities of summer,” said Kristofek.
The cans are available nationwide at grocery, liquor and c-stores.
Network
