Miller64 taps into Dry January trend to win over millennials

Dive Brief:

Molson Coors Beverage Co. launched a campaign promoting Miller64 as an option for drinkers considering a "Dry-ish January," the company shared with Marketing Dive.
The video campaign stars actor Nicholas Braun from HBO's "Succession," encouraging viewers that want to do Dry January — a trend where drinkers abstain from alcohol — to consider a "Dry-ish January." He points out the drink's low calorie and low alcohol content, making it an appealing choice for people who want to abstain but not completely.
The video includes a call-to-action for drinkers to text "Miller64" to 73255 for cash back on the purchase of a 24-pack of the beer. The spot, created by DDB Chicago, ran as 15- and 30-second ads at the end of December and will run on social media throughout January.

Dive Insight:

Miller64's humorous "Dry-ish January" campaign featuring a celebrity and direct call-to-action taps into the Dry January trend and aims to woo millennial drinkers who have moved away from mass market brews. More than 20 million millennials have set a goal to not drink alcohol during January in years past, according to a survey commissioned by Miller64 and fielded by Kelton. "Dry-ish January" looks to appeal to those consumers, as well as those looking for low calorie, low alcohol options in the new year.

Dry January has taken off as a trend among U.S. consumers who use the new year as a reason to abstain from drinking and improve their health after a social and often unhealthy holiday season. This emerging sober-curious movement has challenged beer sales, which is already troubled by fewer millennials consuming beer. Almost a quarter of American adults (21%) have committed to participating in Dry January, and another 21% said they think it is a good idea but don't plan to participate, per a YouGov study.

The Miller64 campaign comes as the brand faces an uphill battle of slumping beer sales in the industry overall. U.S. beer shipments fell at least 1% last year, dropping to below the industry's 2008 peak, as reported by Ad Age.

This latest effort from Miller64 comes as its parent company undertakes a revitalization plan in response to a 3.2% drop in Q3 2019 sales. The company said it would invest in more precise marketing and improve e-commerce efforts. That includes Molson Coors cutting between 400 and 500 jobs as the beer maker struggles with lower demand for its brews, especially in its key U.S. market, the company said in a statement.