Dive Brief:
- MillerCoors has partnered with Woven Digital to create a web series, called Human, which emphasizes artisans who handcraft their products and preserve longstanding traditions.
- Speaking about MillerCoors and the Coors Banquet brand, Woven CEO Scott Grimes said, "They were looking to move towards the original bottle and the original packaging. A lot of the same aspect and quality of heritage and tradition and a lot of those similar themes that Human is built off of is exactly what Coors Banquet is built off of."
- The Web series offers MillerCoors a unique, high-end advertising vehicle and the opportunity to target millennials outside of traditional advertising.
Dive Insight:
Other major companies in the food and beverage industries have taken on the strategy of content creation, especially in digital media and videos. Recent examples: General Mills' tongue-in-cheek French Toast Crunch web series, Mondelez's Fig Newtons web sitcom, and Nestle's summertime Drumstick ice cream promotion, which employed Periscope, Twitter’s live video streaming app.
These types of videos are seen as assets for reaching millennials, who are more compelled to consume this type of content than traditional marketing. The series, running on UPROXX, and other social media sites has hit 2.7 million views.
