In February of 2014 we helped introduce Miller Fortune, the largest new product launch in MillerCoors history. Rather than go about the typical beer launch, we treated Fortune as if it were a spirit. After all, millennial consumers are drinking far more spirits than previous generations. In order to stand out, we went with a mobile first strategy focusing on our targets after hours behaviors. We created a first-of-its-kind integration with Urban Daddy, launched a mobile enabled web site and focused on Twitter as our primary social channel.
SVP | Group Creative Director
Interactive, Mobile Srategy, Brand Launch, Social Strategy