Champagne of Beers Region

01 / THE PROJECT

About the project.

Champagne takes its name from the French region where it is produced. We believed Miller High Life, “The Champagne of Beers”, deserved the same distinction. Working with the brand, we developed a petition to designate its Milwaukee brewery as the Champagne of Beers Region.

We also launched a competition to find the region’s first ambassador, with a prize of $20,000, beer for a year and an all-expenses-paid trip to Milwaukee. Fans entered through the campaign website, explaining why they deserved the role.

To promote the campaign, we created a series of films at the Molson Coors Brewery in Milwaukee. These ran across social and digital channels in multiple formats, supported by still imagery.

02 / IN MOTION

Film.

03 / THE OUTCOME

Results.

The petition received more than 12,000 signatures. On May 15, the Milwaukee Common Council voted unanimously on a resolution by Ald. Russell Stamper to create the region, with Mayor Tom Barrett adding his signature on June 22.

We found our beer ambassador, earned local news coverage and put the Champagne of Beers Region on Google Maps.