Science On Tap

Snappy Science Scoops

“Science On Tap” suggests easily accessible, engaging science news – served up fresh and ready to enjoy, like a favorite drink. The name resonates with millennials by making science feel approachable and conversational, promising a quick yet insightful read that fits into a busy lifestyle.

  • Science on Tap logo with text 'Science on Tap' in blue, a finger and fingerprint icon, and 'Fun Facts. Crucial Context.' below, with the AAAS logo.

The Need

The AAAS needed to develop a name targeting millennials for a new online newsletter providing a high-level, non-technical recap of important science news and science advocacy information. The goal was for most readers to be able to consume all of the content in ten minutes or less, keeping them up-to-date on the most relevant and important science-related topics and developing stories.

The Name

“Science On Tap” was the perfect balance of edgy and memorable, but also descriptive. It resonated with the millennial audience but also didn’t offend the older, loyal readers. It suggested a quick-read, whenever you wanted the content, with “just a tap.“

The Result

A beta test of the concept was conducted from June 2019 through the beginning of September with about 5,000 participants. Even when thrown a curveball with a different format, participants still rated the newsletter consistently a 4.3 on a 5 point scale. The momentum continued to grow.

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