Miller High Life to Add Some Common Sense to the Big Game
20 January 2009
One-Second Television Ad Featuring High Life Deliveryman Aims to Reinforce Brand's Value Message
MILWAUKEE (Jan. 20, 2009) - While tuning into the big game on Feb. 1, fans will be checking out the football action, talking with friends, filling their plates and watching as companies spend a reported $3 million for 30 seconds of their attention. Miller High Life is joining the festivities to make sure fans take a one-second timeout for common sense.
Miller High Life will debut a one-second television ad during the big game. The quick ad, which will feature the brand's popular deliveryman, aims to reinforce High Life's commitment to brewing a good, honest beer at a tasty price.
"Miller High Life is all about high quality and great value, so it wouldn't make sense for this brand to pay $3 million for a 30-second ad," said High Life Senior Brand Manager Kevin Oglesby. "Just like our consumers, High Life strives to make smart choices. One second should be plenty of time to remind viewers that Miller High Life is common sense in a bottle."
To build anticipation for the debut of the one-second ad, which will air throughout much of the country through buys with local market NBC affiliates, High Life has launched 1SecondAd.com. The website features several of the one-second ads that didn't make the cut, as well as a 30-second teaser ad that begins airing later this week.
Editor Note: Broadcast-quality videos and hi-res images are available for media to download by visiting www.epkzone.com/millerhighlife.
High Life One-Second Ad.../Page 2
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Grolsch, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, WI and two microbreweries, the Leinenkugel's 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community involvement. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.