MillerCoors’ millennial-focused sponsorship strategy

Stephen Whiteside

MillerCoors, the brewer, is using sponsorship as a means of engaging millennial consumers in powerful ways.

MillerCoors is using sponsorship to brew up powerful connections with millennials.

“As we think about our overall go-to-market strategy, we're trying to think about unique experiences and partnerships that are ultimately going to be relevant in the minds of millennials,” Marques Jackson, MillerCoors’ senior manager/brand experience, explained to delegates at ESP Properties’ 2018 IEG Conference.

Marques Jackson, senior manager/brand experience, MillerCoors

Elaborating on this theme, he reported that a central tenet of its partnership efforts is to convince members of this demographic – with a particular focus on 21–27-year-olds – to drink beers like Miller Lite and Coors Light.

Indeed,...

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