A launch needs to tell a story about how it is solving the end user’s problem, even if the problem they are solving is not one that users were previously aware they had.   Recently, our client Miller Brewing Co., pulled off a deliciously fun little stunt at the expense of its category’s hottest trend. In a series of tweets, the brand teased it would join major competitors (and even a few of its Molson Coors siblings) with a seltzer “launch,” only....

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