Miller Launches New Spots to Differentiate Miller Lite as the Ultimate Light Beer by Design

MILWAUKEE, March 15 /PRNewswire/ — Following through on its commitment to clearly differentiate Miller Lite from its competitors, Miller Brewing Company today announced that it is launching a new Miller Lite marketing campaign featuring a series of :15 product-focused spots set to air during the NCAA tournament on CBS.


The campaign will star Miller Lite as the “Ultimate Light Beer by Design” and position the brand as a clear choice for those who challenge convention. Miller said the decision to return to competitive ads underscored its commitment to take the urgent action required to secure the long-term growth of its flagship brand.


“We are taking a ‘hard right turn’ back to the core essence of Miller Lite, which has always been about differentiating Miller Lite from competitors as a better beer,” said Miller Chief Marketing Officer Randy Ransom. “The new ads demonstrate our ability to move with speed and conviction. And we like the flexibility that these simple formats provide to quickly customize our messaging for a variety of mediums.”


Ransom said the debut of new Miller Lite creative during the NCAA tournament presents a large-scale opportunity to stoke the growth of Miller Lite with compelling communication. Miller chose to debut the ads during the NCAA tournament due to the high profile of the event and the large number of men 21-27 in the audience.


“We will have a lot of weight during the tournament and will debut some new competitive ads during one of the most competitive events in sports,” said Ransom.


The new spots replace the GHT ads, which Miller said provided a bridge from its recent focus on building social currency through its “Man Law campaign” to a more direct focus on differentiation.


The new ads will continue to use the “Miller. Good Call.” tagline. The ads were created internally by Miller.


About Miller Brewing Company


As one of America’s oldest brewers, Miller Brewing Company continues the commitment of founder Frederick J. Miller to brew “confoundedly good beers” with “uncompromising quality.” Through more than 150 years of innovation and brewing excellence, Miller has built a broad portfolio of award-winning beers that capture approximately 18 percent of the U.S. beer market. In the past decade, Miller beers have won 105 medals — more than twice as many as its major competitors — at the biannual World Beer Cup and annual Great American Beer Fest. An unprecedented four-time gold award winner at the World Beer Cup, Miller Lite is the great tasting, less filling beer that has defined the American light lager category since 1975. Miller also brews smooth, golden rich Miller Genuine Draft using a unique cold-filtering process introduced in 1985. The company’s oldest brew is Miller High Life, the champagne of beers. Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Foster’s, and it offers regional craft brews from the Jacob Leinenkugel Brewing Company and the Blitz-Weinhard Brewing Company. Near-premium beers include Milwaukee’s Best Light, Steel Reserve, Olde English 800, Mickey’s Malt Liquor, Icehouse and Sharp’s, a non-alcohol brew. Miller also offers the Sparks line of caffeinated alcohol beverages. Miller is a wholly owned subsidiary of SABMiller plc, one of the world’s leading brewers with a global footprint spread across six continents. For more information, visit http://www.millerbrewing.com/ .