Marketing Innovations We Love: Coors Light’s ‘Smart’ Tap Dispenses Free Beer When Bud Light Goes Negative


Corngate has been in full swing with MillerCoors Miller Light and AB InBev’s Bud Light continually throwing shots at each other. For the most part of the corn syrup war, MillerCoors Coors Light has been sitting quietly in the sidelines. But it looks like Coors Light has finally taken centre stage and has decided to take on Bud Light. Unlike its sister brand, Coor Lights decided to take another approach to take on Bud Light. The beer brands latest marketing innovation takes every negative thing Bud Light has to say about their brand and turns it into a treat for its consumer. Their marketing innovation which they are calling the smart tap dispenser is a great way to get the attention of their consumers.

About the Corn Syrup War

The corn syrup war or corngate as it is popularly known started when AB InBev’s Bud Light decided to shade at MillerCoors Miller Lite and Coors Light with its Super Bowl spot. The Super Bowl spot shows Bud Knight arriving at the Miller Lite and Coors Light castles with a big barrel of corn syrup. In the spot, Bud Knight claims the barrel was mistakenly delivered to the Bud Light castle. The spot shows MillerCoors reps accepting the corn syrup. This ignited the great corn syrup war after the Super Bowl MillerCoors had to respond to the spot. They responded by running a full-page ad in the New York Times to address the spot. This led to a series of back and forth between the two rivals.

About Coors Light Marketing Innovation, the Smart Tap Dispenser

Like it said earlier, Coor Light has joined the war with its smart tap dispenser. The activation for the marketing innovation was produced by DDB. The smart tap dispenser detects when Bud Light talks negatively about the brand either on social media or on a broadcast. When Bud Light speaks negatively of the brand, the tap handle illuminates and dispensers free beer. The smart tap dispenser was present in select cities in the US on the 22nd of March and the 23rd of March during the NCAA games.

It is unclear if the brand plans to run the campaign again. They were present in over 200 bars all over New York, Philadelphia, Las Vagas, Dallas and Omaha. According to the brands vice president Ryan Reis, they want to turn their rivals brands hate to literal light. He stated that the more Bud Light talks the more they will refresh.


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