Mediaboss Marketing

Miller Lite kicks off new global campaign by showing Sophia the robot the feeling behind real-life beer moments

CHICAGO April 19, 2023 Artificial intelligence has had a busy year answering our questions, generating headshots, and even making aging actors look younger, but despite all of these advances in technology, theres one thing AI still cant do enjoy the great taste of beer. But thats all about to change thanks to Miller Liteseriously. For the first time ever, the brand is teaching AI the taste, feeling and human emotion behind enjoying a beer, starting with Sophia, an advanced humanoid robot from Hanson Robotics.

Miller Lite and AIreally? Yes, and for good reason too. Miller Lite is all about great beer taste and celebrating Miller Time so in its new global campaign, Tastes like Miller Time, the brand is demonstrating that the taste of beer is so much more than what we literally taste. And Miller Lite is making sure everyone, including AI, knows what the experience of cracking open a great beer like Miller Lite truly feels like.

The taste of beer is so much more than barley, malt, and hops its the real moments at neighborhood bars, tailgates and backyards spent over a Miller Lite, says Sofia Colucci, Chief Marketing Officer at Molson Coors Beverage Company (not to be confused with Sophia the robot). Our new campaign pays tribute to those unforgettable experiences that just taste better with a Miller Lite in hand. Were bringing this notion to life in fresh and unexpected ways from our new TV spots to even teaching AI what beer actually tastes like.

Miller Lite worked with Hanson Robotics to analyze social media and identify humanitys most cherished beer drinking moments, translating them to something Sophia could finally experience. Watch here to learn more:https://youtu.be/5OkB6s9hsPc.

When Miller Lite approached us about teaching Sophia what beer tasted like, we were intrigued because it was something AI has never experienced before, says Kath Yeung, Chief Operations Coordinator of Hanson Robotics.

Our teams scrolled social media and assessed our findings to gather the feelings and emotions humans get when tasting beer and translated that data into something Sophia could experience for the first time, says CEO David Hanson PhD. We were excited to see Sophia was making new friends, learning and analyzing the human experience.

So, what did Sophia think of her first beer? To see her reaction and have the chance to ask Sophia questions in real time, tune-in to the Miller Lite Instagram Live on Friday, April 21st at 5pm CDT.

To further AIs education on the true joy and experience of beer, Miller Lite is asking everyone to share the moments that taste better with beer. Follow @MillerLite on Instagram, share a photo of your Tastes Like Miller Time Moment in an Instagram story or post, and tag @MillerLite. Then use the hashtag #BeerforAI and #Sweepstakes for a chance to win free beer.* These moments will be added to the data set so Miller Lite can continue to teach AI what the human experience of beer is.

The new Tastes like Miller Time campaign will appear across all touchpoints in the United States, Canada, and Latin America. It includes retail, out of home, advertising, social media, partnerships, localization, and brand new video spots, which you can viewhere.

Miller Lites new campaign aims to fuel continued growth and positive trajectory for the brand. Year to date in the U.S., Miller Lite is growing dollar share of total beer dollar according to April 2023 Circana multi-source and convenience data.

Read more:
For the First-Time Ever, Miller Lite Teaches Artificial Intelligence What Beer Tastes Like - Food Industry Executive