MILLER 64
WHAT NUMBER IS SMALLER?
There’s a lot of math involved in making health-conscious choices. So when we found out Bud Light was launching a new zero-carb beer, we knew mental gymnastics were in store for consumers. To help them make the right choice, we pared it back to basics. Miller 64 has 64 calories. New Bud Light Next has 80 calories. Now there was only one math problem they needed to solve: What number is smaller?
We interrupted Bud Light Next’s Super Bowl product launch by asking the public to help us figure out what number was, in fact, smaller. But when 7% of the population chose the wrong answer, we had no choice but to bring in a world-renowned mathematician to solve it once and for all.
We garnered higher brand awareness than Bud Light Next (which launched with a multi-million dollar Super Bowl commercial) and were even honored by Maxim, Esquire, and ESPN as one of the year’s best Super Bowl spots, despite very much not being a Super Bowl spot.
THE CASE STUDY
THE WEBSITE
We asked people to go to WhatNumberIsSmaller.com to, naturally, tell us what number is smaller. The gifted few who could crack the equation were compensated for their expertise with beer.
THE EQUATION THAT DIVIDED THE NATION
It seems America can’t agree on anything anymore. Even which number is smaller, 80 or 64. This math problem quickly became a heated debate. Even with an opinion from an expert, many people refused to believe the facts.
NOT A SUPER BOWL COMMERCIAL
Despite the following headlines written about it.
