MGD 64
Before the battle of craft beer. Before athletic beers. Before sober curious. The breweries duked it out see who could water down their beer the most.
We launched MillerCoors' MGD 64, with only 64 calories, to compete with whatever Bud would bottle. It took off with sales +260% over projections. BrandWeek named it one of their "most buzzed about" campaigns, and as of 2022 it was the most successful product launch in MillerCoors history.
Poster
We created custom glassware designed to hold only 64 calories of liquid for bars.
And we made this fun poster to show what 64 calories looked like.
Featured in Creativity and the Art Director's Club (in book)
TV Spots
Director: Steve Miller @ Radical Media / Editor: Dick Gordon @ Spotwelders.
Director: Erich Joiner @ Tool / Editor: Grant Guftason @ Whitehouse
digital
We partnered with the site + app MapMyRun for native advertising that suggested custom runs where they could burn off 64 calories.
environmental
