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Article

This Company Profile from Euromonitor provides key details and analysis of Molson Coors. Included is a strategic evaluation with key facts about the Canadian and US company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

Article

This article summarises the insights from a series of key papers addressing comparative advertising, where a product or service directly compares itself to a competitor to express that competitor’s inferiority.

Article

This article explores current thinking and writing on the topic of brand identity and image: the values and purpose a company wishes to portray on the one hand (brand identity) against its actual set of perceptions and opinions that consumers have in mind – what the brand stands for (brand image).

Case Study

This case study shows how Miller Lite, a beer brand, tapped into a wider consumer base by creating its own music showcasing platform in Colombia.

Case Study

This case study describes how Miller Lite, the beer brand, created a series of popular music events that attracted the attention of its target audience, raised awareness and increased sales.

Case Study

This case study describes how Miller High Life, a US economy beer, established significance with millennials by identifying with their interest in experience over possessions.

Opinion

The DBA Awards, published earlier this month on Warc.com, recognise design projects that are creatively and commercially effective.

Case Study

This case study explores how Miller Lite (ML) reinvigorated its iconic brand in the US by rediscovering its roots and the 1970's ML packaging.

Article

This article explains how account-based marketing (ABM) has evolved to outperform any other marketing approach and why it is time to position it as a business change initiative to drive company growth.

News

NEW YORK: Brands are hoping to turn around a long-term decline in light beer sales in the US – and address the challenge of craft beers – with more sophisticated advertising appeal.

Case Study

This case study describes how Miller High Life, an economy beer brand in the US, established significance with millennials by identifying with their interest in experience over possessions.

Article

This Company Profile from Euromonitor provides key details and analysis of SABMiller Plc. Included is a strategic evaluation with key facts about the British company, competitive positioning against comparative brands, and assessment of its position in the alcoholic drinks market.

News

NEW YORK: MillerCoors, the brewer, has found that branded emojis can help its beers become "part of the conversation" between consumers on messaging apps – and often become the topic of conversation in their own right.

Article

This event report outlines how MillerCoors, the brewing group, successfully used branded emojis as a marketing medium for its Miller Lite and Coors Light beers.

News

BOCA RATON, FL: MillerCoors, the brewing group, is taking a nuanced approach to countering the decline in light beer sales, mixing big marketing initiatives with activities to maintain top-of-mind presence for its brands.

Article

This event report shows how MillerCoors, the brewing group, is tackling declining sales in the light beer sector.

Article

This event report breaks down how MillerCoors, the brewing group, is tackling some of the major challenges of digitally-empowered marketing.

Research Paper

Seven in 10 U.S.

News

NEW YORK: Alcohol brands have been linking up with transport apps over the festive period, offering consumers help in getting home while portraying themselves in a responsible light.

News

NEW YORK: Product placement is becoming increasingly sophisticated, as brands are worked into dramatic storylines at a much earlier point in the TV production process and as games developers find new ways to avoid "banner blindness".

Research Paper

Jenni Romaniuk discusses the circumstances in which it is beneficial to feature more than one brand in an advertisement.

Article

This event report assesses how leading brands are monitoring the success of their sponsorship programs.

Article

This article discusses the various local-level marketing and sponsorship programs used by MillerCoors, the brewer, to drive beer sales among millennial Americans.

Article

In this article, Brad Feinberg, media group manager at MillerCoors, discusses how the company has attempted to engage Hispanic consumers.

Article

The global strategy director of M&C Saatchi (UK) Group chooses: The Tao of Pooh, by Benjamin Hoff; Just My Type: A Book About Fonts, by Simon Garfield; Moneyball, by Michael Lewis; Steve Jobs, by Walter Isaacson; Roget's Thesaurus of English Words and Phrases and Perfect Pitch, by Jon Steel.