Will MillerCoors’ Second Try at a Millennial-Targeted Beverage Be Successful?
The key will be how MillerCoors decides to advertise the brand. To market Two Hats – another brand targeted at Millennials which it quickly killed — the beer giant had partnered with social media-savvy media brands including College Humor, Snapchat and YouTube. But it didn’t work.
MillerCoors is taking a chance by killing Two Hats so quickly and immediately launching a new product into a crowded market. To succeed, it will likely need a strong marketing campaign and to be a hit among millennials. Industry leaders will be watching to see if Cape Line proves a hit or also faces an early last call. (FoodDive)