MillerCoors’ video captures authentic stories, people in craft breweries

Brands that tell good stories are more memorable. This we know. 

But what we also know is that it isn’t easy, and many brands fail. MillerCoors does not fall into that category. 

The brewer has become more focused on telling better stories about its stable of craft and cider brands to consumers. 

It created a video to do just that and won Best Marketing Video in Ragan’s 2013 Employee Communications Awards.

It showcased its 2013 retail program called “Meet the Makers” (a partnership between its craft and import division and chain Total Wine & More) in which leaders of its two biggest craft breweries and its craft cider brand (Crispin) traveled to more than a dozen stores to meet consumers and hold tasting events. 

MillerCoors told the story through video to capture the feel of “Meet the Makers” events. The video combined interviews from the field with music and graphics. Attendees did more than sample drinks; they also got to hear authentic stories and meet the people behind the brands.

Sales have doubled since the program kicked off in May.

The video was published on the MillerCoors employee intranet site and pushed via an email to all employees, with links for both internal (connected to the network) and mobile viewing.

It performed well against other MillerCoors videos, had more views than average, and generated a strong “length of viewership” metric.

We congratulate the winning team on their efforts: Erik Brooks and James Arndorfer.

Want to get recognized for your hard work? Find out about Ragan and PR Daily’s award programs here: http://www.ragan.com/Awards/RaganAwardsPrograms.aspx