Miller Lite has always been a leading brand in New Orleans and Louisiana. The objective of this display was to create a dynamic call to win at retail during the 6-week Mardi Gras celebration in New Orleans. This gigantic alligator speaks to all consumers 21 and over with its Mardi Gras celebratory beads, real-life trumpet, and giant Miller Light can in hand. The Miller Lite Brew-dreaux Alligator was placed in over 100 key stores and establishments throughout the southern region. Multiple case stackings were the objective for consumers who celebrate Mardi Gras daily for 6 weeks. By creating an iconic alligator Molson Coors wanted to establish a recognizable symbol that they could use in establishments for years to come. Once this display hit the market, numerous stores asked for more pieces, however, only 100 units were produced for key accounts. Made in the USA, hand sculpted and hand decorated from poly resin, this statuesque alligator appears larger than life spanning 4’ wide and 6’ high. Delivered to each store fully assembled, the display received 100% compliance. This display accomplished a 300% increase within southern LA and was so successful that a smaller version of Brew-dreaux is being produced. The ability to move this amount of product for this length of time resonates with the adult beverage world. This large display also served as a great photograph opportunity for today’s mobile consumer who is always looking for an eye-catching, look at me, #social media post. Feel free to take a selfie!

Entrant Company: Bish Creative

Client Company: Molson Coors