Cannes Lions

BEER

ARC WORLDWIDE, Chicago / MILLER BRANDS / 2009

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

The Miller Lite Draft Table is a breakthrough invention featuring a refrigerated draft system built into the base of a branded table giving small groups the freedom to serve themselves “fresh from the tap” beer. This ingenious tool allows bars and consumers to maximize sociability and quality of service. It's like sitting at the bar with a bartender ready when you are, but better—the round table promotes interaction allowing everyone to face each other. Perfect for enjoying ball games or fun nights out, the Miller Lite Draft Table gives consumers control, while improving bars by creating contagious excitement while increasing sales. POS material and staff training was also provided to promote the device and optimize the Draft Table's effectiveness.

Outcome

Bar managers in the test markets of Chicago and Dallas report high demand for Draft Tables. The Wait Staff rave about the ease of service. Plus, the sleek design has proved durable and easy to operate. The Draft Table also helped to increase bar tabs, and brought in a lot of excited consumers. The impactful design and prominent display has increased Miller Lite’s brand standing as a leader in the category. Bar owners who have utilized the Draft Table have requested additional tables for their bars.

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