Blog
.jpg)
By: Jim Jansen
With just a few weeks until Election Day in the United States, the political landscape is in a frenzy. Campaigns are scrambling to win over undecided voters in the crucial swing states that could ultimately decide this race. Among the countless interviews, ads, and public appearances, Vice President Kamala Harris’s recent stop on The Late Show with Stephen Colbert made headlines. Not only did she share her platform and positions, but she also shared a Miller High Life with Colbert—an unmistakable nod to the brand’s roots in Wisconsin, a state central to this year’s election.
This choice of beer is more than a random detail. It’s a strategic move that speaks to the importance of connecting with local audiences. Miller High Life, branded as “the champagne of beers,” is a household name in Wisconsin, and it’s part of the state’s identity. The decision to drink it on-air highlights a key tactic: understanding your audience is crucial, especially when every connection matters.
The swing state beer breakdown
Qloo’s Taste AI technology makes it easy to gauge the potential impact of this choice. With Insights by Qloo, we examined the preferences for five mainstream American beer brands—Michelob ULTRA, Coors Light, Natural Light, Miller High Life, and Budweiser—in seven swing states: Arizona, Georgia, Michigan, North Carolina, Nevada, Pennsylvania, and Wisconsin. To understand whether Miller High Life was the best choice, a simple look at sales data wouldn’t suffice. Purchases don’t always capture the full spectrum of people’s tastes, and social listening alone often amplifies only the “vocal minority.” Qloo’s Insights tool goes beyond these traditional methods by aggregating multiple types of fully anonymized consumer signals—transaction data, location data, social data, digital interactions, and content engagement. This approach provides a fuller picture of how residents in swing states feel about these beer brands, all while protecting consumer privacy.
Insights by Qloo confirmed that Miller High Life holds strong appeal across the seven swing states, with an affinity score of 93.22 (out of 100). While it was a solid choice, Michelob ULTRA’s even higher score of 97.10 suggests it could have reached a broader audience. Coors Light and Natural Light also have wide appeal in these states. However, if Harris and her campaign aimed to specifically resonate with Wisconsin voters, Miller High Life was spot-on—Qloo’s insights show it has a special place in the hearts of Wisconsinites.
Politics and personal preferences aside, Miller High Life was a smart choice for Harris. Its ties to Milwaukee give it one of the strongest local connections of any American beer, reflecting a distinct sense of place that resonates deeply with Wisconsin residents.
What marketers can learn
Harris’s choice illustrates an important lesson for brand marketers and agency partners: every detail matters. In a world where audiences are inundated with options, even small decisions have the power to enhance or undermine brand connections. It’s why Netflix continues to thrive globally, as they tailor content to suit diverse local audiences instead of catering to the masses. Netflix co-CEO Ted Sarandos recently attributed the streaming giant’s continued success to its ongoing commitment to understanding the tastes of audiences around the world, instead of a one-size-fits-all approach. Their strategy has led to regional hits like Supacell and Heartstopper in the U.K., underscoring the value of understanding unique tastes.
The implications are clear. The decisions a brand makes—the celebrity to feature in an ad, the footwear brand to partner with for a collaboration, or the best festival for a vodka brand to sponsor—are all opportunities to establish meaningful connections. Harris’s Miller High Life moment serves as a reminder that every brand decision should resonate with its intended audience, no matter how minor it seems. Even the smallest of details can change how an audience perceives a brand (or in this case, a politician).
The role of AI in decision making
While some choices are instinctive—like Levi’s tapping Beyoncé for their latest campaign—others demand a deeper dive into data. Today’s consumer landscape changes so quickly that traditional methods often miss the mark. Traditional surveys can quickly become outdated, and even robust first-party data doesn’t always have the answer. This is where AI steps in as an indispensable tool for uncovering the intricacies of consumer preferences in real time.
AI is revolutionizing consumer insights. It can process immense volumes of data from varied sources to reveal trends and insights that would be nearly impossible to detect otherwise. Whether analyzing transactions, social engagement, or location data, AI can help brands uncover the nuanced consumer truths they need to make informed choices. Harris’s beer choice shows that even small decisions can make a big impact. For brands, it’s a powerful reminder that understanding the details of your audience’s preferences can shape the perception of your brand in profound ways.
Are you ready to understand your customers like never before? Schedule a demo to get a glimpse of what Qloo’s Taste AI has to offer.
No items found.