
The tests led to specific claims such as more people in St. Louis say Miller Lite has more taste. But these versions of the tests “did not comply with accepted protocol requirements for preference taste testing such as double blinding, a geographically representative sample size and similarly purchased products,” the NAD ruled.
MillerCoors admitted to the NAD that this part of the campaign was “not a scientific taste test but a fun promotional campaign.” The brewer voluntarily agreed to pull the parts of the campaign in question, which included digital vignettes and influencer videos.
This allowed for the following spin from an AB InBev spokesman: “Anheuser-Busch appreciates NAD’s thoughtful analysis. We are encouraged by its finding that Miller Lite’s ‘Know Your Beer’ campaign, in all forms, misrepresented itself as an unbiased taste test, conveying a consumer preference for its beer that was entirely unsupported by fact.”
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