Work

KNOW YOUR BEER

TROLLING THE COMPETITION WITH REALITY-BASED VIDEO.

Our “know your beer” campaign helped change perceptions and drive sales volume for Miller Lite in St. Louis, where 72% of participants chose it over Bud Light.

Know Your Beer and our agency partners needed to convert the competition’s beer-drinking, hometown fans in Bud’s Backyard – St. Louis, Missouri.

Our Approach

  • We cast an improvisational host with bar-hopping skills.
  • AKA sent a production team to capture the reactions of real people socializing in St. Louis bars.
  • Our production team collected no less than 100 empirical taste tests over a three-day production.

Our Proof

AKA’s production team went into the beer-belly of the beast, St. Louis, Mo., to challenge its Budweiser-loving fans in a “Know Your Beer” taste test. After coining the concept of “Bud’s Backyard” and working with our agency partner to cast the right host for this heady adventure, our host and production team visited several taverns, daring people who said that they know their beer to find out if they really did recognize their hometown brand. Of course, they were in for a major surprise!