Miller High Life ? Beer Is Back To Branding Correctly
I waited a long time to make this post. Finally a beer company really digging deep into the soul of their brand identity. It?s an awesome campaign by Crispin Porter + Bogusky/Miami. Miller High life has drawn its line in the sand and positioned properly. Miller High Life is for the average Joe working man. Not the Sam Adams man, Heineken man, Bud man?.a man who values his bank account and family.?So here’s?the latest campaign:?
A Miller High Life deliveryman tells a bistro waiter to “step aside, mon ami.” He’s there to take back delivery of the beer because this restaurant charges $11.50 for a hamburger. “Mess with the High Life and the High Life will mess with you.”
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The preface of this campaign as I see it is that a Miller High Life man doesn?t find much value in a place where a burger cost $11.50. Nope, he?s all about being realistic and making ends meet. He cares for his family and is a stand up guy. That?s how I see it.? If I were that man I?d drink nothing but Miller. In all truth I don?t even drink beer anymore, now I?m a whiskey man. But back to Miller.?
They have clearly differentiated their product not by quality, price, service or any other ?standard? junk you normally see. They differentiated by making Miller a lifestyle. How do the other beer companies in their space compete with that? They can?t. This is exactly what we preach to our customer?s day in and day out.??
When you’re differentiated you become the brand champion. It?s really that easy.?Kudos to Miller and their Ad Agency for realizing this!
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September 9th, 2007 at 9:56 am
I agree.
These ads have a focus and clarity about what makes them different.
Plus, the product is the star of these commercials!
Keep creating,
Mike
September 9th, 2007 at 10:40 am
Yea, the product is elevated for sure. They are really saying our working man beer is too good for you, you snooty people.
I hope they keep on this thinking, but if they are a typical ad agency they will change it shortly. Let’s see.