Bud Light was using a Super Bowl spot to launch Bud Light Next, a new, extra light beer with 80 calories. Our task was to disrupt this launch and keep Miller 64 in the conversation, even though we didn’t quite have the budget for a Super Bowl spot.

Miller 64 has 64 calories. New Bud Light Next has 80 calories. But what number is smaller? Who knew making health-conscious choices could involve so much math? With a math problem this advanced, we needed some backup. Upon the Super Bowl product launch of Bud Light Next, we asked the public to help us determine what number was smaller. But consistent with the times, the nation was divided. Because 7% of the population believed that 80 was a smaller number than 64, we had no choice but to bring in a world-renowned mathematician to solve this equation once and for all. (Not that those 7% believe experts anyway.)

The strategy focused on the rational benefit—the fact that Miller 64 has fewer calories than Bud Light Next. We wanted to deliver this message in an emotively powerful and fun way. It wasn’t about hardcore dieting or keeping track of literally everything you ate. It highlighted the very simple, easy-to-grasp comparison that reinforced why Miller 64 beat Bud Light Next.

Our target is health-conscious but still struggles with sorting through all the complex ways of becoming healthier. They aren’t obsessive about it, so simple, easy-to-understand triggers for them to feel like “yeah, that’s healthier” (particularly with alcohol) work well.

We strategically launched on February 7 in the United States, the same day Bud Light Next released their highly anticipated Super Bowl commercial. We cut through this incredibly noisy time for brands by launching the campaign on Twitter, Instagram, and YouTube, driving consumers to WhatNumberIsSmaller.com, where they could weigh in on the debate and be compensated with free beer for their mathematical skills. Soon after the campaign went live, countless news outlets picked up the story and helped us get the word out.

Named among “Top Super Bowl Ads of 2022” (without ever actually airing during Super Bowl ad time) in renowned publications, including Esquire, Maxim and ESPN.

371M impressions

68 secured online placements

26 secured social placements

8 secured broadcast placements

100% positive/neutral sentiment

68% headline inclusion

106,845 people participated in the survey

90,436 signed up for free beer

50,083 opt-ins (first-party data collection)

329,535 sweepstake entries

36% brand awareness compared with 32% of Bud Light Next (which Bud Light Next had a much bigger budget)