When Anheuser-Busch nationally rolled out Michelob Golden Draft & Draft Light, it was met with as much enthusiasm as warm beer—except in Minnesota, where it quickly became the #1 beer in the state.

In year one, we claimed the #1 spot.

Minnesotans rush outside during summers. (Hmm, wonder why?) So, in year two we continued with outdoor but doubled down on radio.

In year three, research showed what Minnesotans really loved about the beer was its “smoothness.”

In beer parlance, smooth means drinkable. As in, you can chug a lot of it.

In year four we proposed a campaign illustrating smoothness that Minnesotans could really relate to.