The Great Taste Trial, the case of Miller Lite versus Bud Light, was fought on TV, via the web, over phones and with podcasts. There were even daily courtroom sketches in USA today and coverage by the supermarket tabloid The Weekly World News. All of these elements combined to expose the fact that Bud Light had changed its recipe in response to Miller Lite’s recent run of taste test wins and beer festival gold medals. Upon further review, it was conclusive: Miller Lite Still has more taste.

Both the creative and the content distribution were developed keeping true trial coverage in mind. The campaign launched simultaneously on national television and the web on November 7th, 2005. At tastetrial.com visitors could view never before seen footage, trial highlights, the evidence/facts and real press coverage. They were also invited to submit their own taste testimony. Courtroom sketches were printed 3x/week in the USA Today for 4 consecutive weeks totaling 12 insertions. The Weekly World News featured 3 different exclusive cover stories claiming the Miller Lite guy was actually a werewolf. Full-page ads were placed in the NYT, WSJ and USA Today. And trial highlights were broadcast locally via radio in the form of :60 brand and :40 taggable spots.