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‘Beer Cannon’ misses the mark

For years I have been talking about the fact that viral sensation Subservient Chicken was a failure because it generated a lot of clicks but no sales for Burger King. It would seem that we are doomed to repeat the sins of the past as I recently saw where Milwaukee’s Best recently launched a YouTube video that got 3 million hits and 197 blog mentions and no lift in sales. The piece called “Beer Cannon” shows cans of Milwaukee’s Best Light being fired out of a cannon to destroy china dishes, house plants and fruit. The video was launched early this summer on Miller’s website but sat largely unnoticed until August when they began buying ads on YouTube. Sales of Milwaukee’s Best fell 11% in supermarkets for the 52 weeks ended Sept. 9, according to Information Resources Inc., and sales of Best Light dropped 7.5%.

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