Newspapers are hardly the place you’d expect to see a Super Bowl campaign. But Molson Coors is using the old-school medium in its latest effort to tweak Anheuser-Busch InBev, which holds exclusive alcohol TV ad rights for the Feb. 7 game on CBS.
Miller Lite today ran full-page ads in the New York Times, Milwaukee Journal-Sentinel and St. Louis Post-Dispatch plugging a ridiculously long URL. Here’s the catch: The brew says that anyone typing the 836-character address will burn one calorie, which is exactly the difference in calories between Miller Lite (96) and AB InBev’s Michelob Ultra (95). (Molson Coors has significant operations in Milwaukee, while Anheuser-Busch was founded in St. Louis.)
“For decades, Miller Lite has been known as the original great tasting and less filling beer,” Sofia Colucci, VP of Marketing for the Miller family of bands, said in a statement touting the ads. “Through the years there have been many imitators, Michelob Ultra being one of them. And while yes, they may have one less calorie, we know that everyone finds joy in something that tastes great.”
The campaign comes from DDB.
While Lite will also run ads on social media, the brand says it will make the URL “near-impossible to copy and paste” because it is “adamant that consumers type in the URL to burn that single calorie difference.”