Not that I drink it, but . . .
MillerCoors top marketing exec admits Lite is lost . . . again
One can hope.
I read this: âTwo years ago when MillerCoors had just appointed yet another new (but soon-to-be-replaced) ad agency, we said: âMiller Liteâs advertising problem is the lack of an effective strategy.â It still is.â
Ummm, no. Miller Liteâs advertising problem is that itâs a crappy beer.
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Now this was advertising:
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I doubt that, @LindaWhit. I mean, I donât doubt that itâs crappy beer, but so, too, is Bud Light â and Bud, for that matter. And given the tried-and-(proven)-true clichĂ© that he could sell ice to the Eskimos, I think itâs all about advertising . . .
After all, look at the Sales of the leading domestic beer brands of the United States in 2015 (in million U.S. dollars):
- Bud Light, $2,010.2 million (i.e.: $2,010,200,000.00 [rounded])
- Coors Light, $,1030.4 million
- Miller Lite, $862.6 million
- Budweiser, $718.7 million
- Michelob Ultra Light, $428.2 million
- Natural Light, $343.8 million
- Busch Light, $318.5 million
- Busch, $195.7 million
- Miller High Life, $195.5 million
- Keystone Light, $171.3 million
Now, $862,600,000.00 is nothing to sneeze at â after all, Miller Lite is beating the $#|+ out of the companyâs flagship brands (Miller High Life and CoorsÂč) combined! â but itâs fallen short of expectations, and in business, thatâs dangerous.
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@BoneAppetite â the âTastes Great/Less Fillingâ campaign is true classic in the history of advertising . . .
Âč By sales dollars, Coors ranks #16, with $109.6 million.
The Labatt bear was a classic too:
True. And unfortunately, too many people have gotten used to drinking crappy beer.
I like to drink crappy beer when itâs hot out or when I get home from work . Such as Hamms , I was the biggest SOB beer snob since Jimmy Carter made home brewing legal . Circa 1978 . New Albion was the first in the US to start the revolution . Thanks Jack Mc Auliffe , Sonoma California . I do enjoy my micros in the evening . Yes . I enjoy my crappy beers to quench my thirst .
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It took me a while to discover why Budweiser exists, but itâs precisely for when itâs hot out â> working a double shift on the crush crew in Napa when itâs 104° . . . at 5pm, you slam a 16 ounce Bud and youâre good for another 8 hours!
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Itâs been long enough that I think itâs high time for them to bring it back. Iâm no ad genius (despite the fact that thatâs how I earn my living) but I guarantee that a catchy, meaningful slogan will sell more beer than the lousy âbodegaâ ads theyâve been running. âLetâs see, what cheap beer should I buy⊠hey, is that the beer that depressed street performers enjoy? I canât remember, they never said the name of the beer in those sad, maudlin ads.â
As long as the ads feature a multi-ethnic gaggle of young fecund/virile models square in the heart of the targeted socio-economic cohort, laughing open-mouthed, while diddling their mobile devices, things will be fine for Big BrewâŠ
Their last jolt of true inspired creativity came with the Miller Time ads of the late '90s by Fallon McEllgott. They were like nothing else on TV, won awards, and got Fallon a whole lot of business back then. Unfortunately they didnât sell beer, either.
Evil Beaver
Dick
Magician
Well, it seems that bringing back their original bottle/can bumped the numbers, so maybe bringing back that campaign might work too. Certainly, it couldnât be any worse . . .
On a related note, Dos Equis announced that they are retiring âThe Most Interesting Man in the Worldâ . . . another icon ad campaign!
The headline of that story is a little misleading â the actual âMost Interesting Manâ in the ads is retiring. Theyâre planning on finding a new âmost interesting personâ to keep the campaign going somehow. Itâs very iconic and hugely boosted their sales, theyâd be nuts to drop it!
If (Inshallah) Trump loses⊠I donât believe his claims of being a teetotaler to begin with, and since heâs already had his own Vodka brandâŠDrumpf Equis??? 
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