milwaukee’s best light
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Milwaukee’s Best Light . By John Dempsey and Rian Lange. Men Should Act Like Men, and Light Beer Should Taste Like Beer. Background. Introduced in 1986 Miller Brewing Co. Segmented by Miller as their leading low-calorie beer for the near-premium segment - PowerPoint PPT PresentationTRANSCRIPT
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
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>.