mhl | champagne of beers region

Under European law, Champagne isn’t truly Champagne unless it comes from the French region of the same name. We believed that Miller High Life, 'The Champagne of Beers' deserved the same distinction! To help make the it a reality, we worked with the brand to develop a petition - to designate the borders of Molson Coors Beverage Company’s Milwaukee brewery as the Champagne of Beers Region. We also ran a competition to appoint its first-ever Champagne of Beers Region ambassador, a title that had perks including $20,000 in cash, beer for a year and an all-expenses paid trip to Milwaukee! To enter, fans had to go to www.TheChampagneOfBeersRegion.com and explain why they deserve to be named the ambassador. To raise awareness of the above, we created a set of films which were shot at the Molson Coors Brewery in Milwaukee, The films lived across social and digital channels (in multiple aspect ratios), supported by static assets. 

Results: Not only did we find our beer ambassador, but after over 12,000 petition signatures, the Milwaukee Common Council on May 15, voted unanimously on a resolution by Ald. Russell Stamper to create the new region! Mayor Tom Barrett added his signature on June 22. This got us coverage on to the local news channels and the region can even now be located on Google Maps as seen below. If interested, more information can be found here