|
|
|
Molson Coors Canada has begun an advertising and contest campaign in support of Miller Chill Lemon, a limited-edition beer that launched in the Canadian market this spring.
The campaign includes a 15-second television spot, created by BBDO Toronto, that begins with the image of a bottle of Miller Chill Lime, a flavoured light counterpart that launched across Canada last year. As a bottle of Miller Chill Lemon descends into view, voiceover narration describes the lime and lemon beers, respectively, as “reasons one zillion and one zillion one to love summer.”
“Both products are still pretty new, so we wanted to have a simple product focus,” said Stephanie Daley, brand manager for Miller Chill, of the television creative.
Daley said the response to Miller Chill Lime encouraged her company to introduce the lemon version of the product. “Innovation is really essential to keep driving trial and interest in the flavoured beer category,” said Daley. “In research, Canadian beer drinkers identified lemon as the next area of interest.
“We did see that the introduction of Miller Chill Lime grew the category, and it continues to grow, so the opportunity was there.”
The campaign for Miller Chill Lemon, which reached full distribution in Canada in May and will remain available through the summer, also includes point-of-sale creative, street sampling initiatives and a Facebook-based contest.
Consumers can enter the contest at www.facebook.com/MillerChillCanada between June 21 and July 4. Three winners will be chosen by random draw to receive a Miller Chill Patio Party at a local bar or restaurant.
