Transcript Milwaukee-s Best.ppt

Men Should Act Like Men,
and Light Beer Should Taste Like Beer
By John Dempsey
and
Rian Lange
 Introduced
in 1986
 Miller Brewing Co.
 Segmented by Miller as their leading
low-calorie beer for the near-premium
segment
 Targets blue-collar men, between the
ages of 28 and 35.
 Ambition to become the “beer choice for
guys”
 Tagline “Men
should act like men, and
light beer should taste like beer.”
• Became a major sponsor of the World Series of
Poker in 2005
 Launched
four 15-second TV ads and one
30-second spot in 2006.
 Humorous approach to reinforce idea
behind the tagline.
• For latest spots, Mother Advertising in London
strived to add more “visual interest”
 Attempting
to market product based on
aspects other than low-price.
• Attempting to make target market feel more
“masculine”
 Ads
are apart of Miller’s mission to attract
consumers to low-economy brands
• Along with Miller High Life
 Web
page supports tagline with videos
and games
 Ad
campaign was unsuccessful
 Entire Milwaukee’s Best line down 4% at
the end of 2007.
 Generally, beer tasters give “the Beast” a
low-taste rating.
• Given a D- by Beeradvocate.com and a 1-2 out of
10 by Beerpal.com
 Interestingly, Miller
Brewing’s earnings
were up 18.6% at the end of 2007
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Beirne, Mike. "Miller Makes Milwaukee's Best More Manly." AllBusiness. 29 Sept. 2004. Adweek.
3 Mar. 2008 <http://www.allbusiness.com/marketing-advertising/4146143-1.html>.
"Beers and Breweries." Miller Brewing. 2008. 3 Mar. 2008
<http://www.millerbrewing.com/brandsBreweries/brands.asp>.
"Miller Earnings Up 18.6%." Top100.Biz. 16 Nov. 2007. JS Online. 3 Mar. 2008
<news.top100.biz/home/Miller-earnings-up-18-6/>.
"Milwuakee's Best Light." BeerPal. 6 Feb. 2008. 3 Mar. 2008
<http://www.beerpal.com/Milwaukees-Best-Beer/8857/>.
"All Milwuakee's Best Commercials." Youtube. 9 Jan. 2008. 3 Mar. 2008
<http://youtube.com/watch?v=xGItoKaX0BM>.