HOKA's "Far Out" shows their Mafate X shoe running in remote South Africa
Apparel brand HOKA's new campaign “Far Out,” features the new trail running shoe Mafate X in the untamed
Here at Adland we've recently mentioned that Bud and Miller are at it again and before that took a look at the Catfight between Miller and AB. It seems in recent years that the Beer War between these two have really picked up steam.
And now, Miller's taste testing campaign seems to have motivated AB to prove them wrong.
"We realize to compete in an industry controlled by this dominant market leader we had to think and behave as what we call here an enabled challenger," said Victor Rutstein, director of Miller Trademark Brand Development. "That mentality is applied to everything we do including how we deliver the message of choice and taste to every piece of the marketing mix. It also means we have to look for opportunities to zig when they are zagging." "There's no better way to generate reconsideration than through experiential programming like the Miller Taste Challenge," said Rutstein.
A-B already is moving forward with its Fresh initiative. During a recent Las Vegas conference with distributors Bob Lachky, vp-brand management and director of global brand creative, told wholesalers that TV advertising for the effort, which wasn't shown because it was still in development, is the best he seen from his agency roster. Marketing also will shine a spotlight on the born on dates stamped on A-B products.
"In our opinion if we're winning on taste, that seems to be what matters the most," said Rutstein. "We're pretty confident in the substance and character of our beer. Let the consumer make the choice."