Milwaukee’s Best Light
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Transcript of Milwaukee’s Best Light
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Men Should Act Like Men, and Light Beer Should Taste Like Beer
By John Dempsey and
Rian Lange
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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”
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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”
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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
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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>.