As the light beer category declines, its biggest brands have moved away from focusing on tasting like beer, focusing instead on strange flavors and appealing to active lifestyles.

But tasting like beer is the only thing Miller Lite, the original light beer, has ever cared about.

So we chose National Beer Day – one of beer’s biggest sales days – to emphasize the importance of taste in an unexpected way.

Miller Lite wants to establish itself as the only light beer that actually tastes like beer.

So we created Beer Drops as a liquid taste enhancer that adds more beer flavor to watery, tasteless light beer.

They were released on National Beer Day as a way to remind everyone enjoying a light beer on one of beer’s biggest days, that tasting like beer actually still matters, and that there’s only one light beer – Miller Lite – that still cares about taste.

While the competition found fame through headline-chasing flavor innovations, Miller Lite wanted to keep its beer untouched.

So we decided to make Miller Lite famous for what it's already known for: great beer taste.

Through research, we became confident that our audience—light beer drinkers 25-45—would connect with us by championing how great beer tastes. Why? Because they love beer, just the way it is.

Emboldened by our new beer’s beer swagger, we just needed the right moment to activate this philosophy.

National Beer Day—a holiday devoted to the love of beer—was perfect.

Beer Drops were created by Miller Lite’s master cicerone – an expert on beer taste – and were launched on Instagram and Twitter with just two organic social posts.

The first post was a teaser before the launch, while the second post went up once the site to purchase the Drops went live in the days before National Beer Day.

510,637,081 total impressions

52% earned media SOV

1,761,078 Organic social impressions

151 Media Placements

Over 5,000 watery beers were saved.

So Miller Lite owned National Beer Day.

And all this attention translated into the biggest 1-week share growth in the segment in the past 3 years.