MILLERCOORS Find a Brew That Speaks To You
I created and directed the creative execution for this tasting program for TENTH AND BLAKE while working as the VP Marketing and Creative Director for PromoWorks, a sampling and product demo company. Tenth and Blake is a craft beers, imports and ciders division for MillerCoors (now Molson Coors).
SITUATION
In the world of craft brews, it’s important for TENTH AND BLAKE to keep its distance from MillerCoors to maintain authenticity in the eyes of craft brew consumers.
With the explosion in the number of craft brews over recent years, and the seasonal varieties of them, it is also important to get shoppers to try the brews to stay top of mind, increase purchase intent and maintain shelf presen
CHALLENGE
Create familiarity with, an understanding of, a taste for, and trial of eleven different brands and all their varieties.
Resonate with and establish relevance with craft brew aficionados. Spread the word.
Convince retailers that carry the brands to maintain and grow shelf presence.
SOLUTION
Engage shoppers at key independent and small chain retailers – nearest to the point of purchase –and en
PROGRAM DETAILS
In-Store Engagement
- Dedicated Brew Crew is selected from craft brew enthusiasts to represent Tenth and Blake brands in key markets
- Trained in the art of tasting and selling craft brews along with the nuances of the brewing notes of each brew
- Shoppers are encouraged to taste a variety of options to “find a brew that speaks to them”
- Branded POS attracts shopper attention
- Tasting note card
PROGRAM DETAILS
Share a Taste
- Shoppers were assisted in sharing what their brew says to them on social media
- BrewSpeaks2U Facebook page, Instagram and Twitter handle
- Real-time mobile posting of pix and comments
- Social media added 30X increase in reach!
RESULTS
Sales exceeded expectations and the initial test program was rolled out across the country.
Social media overlay added 30X increase in reach one week after event.