Man Up on The Shelf

Earlier in the month, MillerCoors decided to call in an old standby in regard to branding Miller Lite.  Miller Time, which was introduced back in 1971, will be relaunched later this year. This decision was made in hopes of increasing sales which, as of late, have been an issue with this light beer.

Miller Time is not only one of the most memorable taglines in the beer industry, it is actually one of the most memorable in advertising in general.  Though the brewer has been on a start-stop with this catchphrase, has it ever really gone away?

Think about it.  Just about anybody you know with the first or last name of Miller certainly makes sure to mention this phrase…especially over a few beers.  The tagline itself has been applied to more than just the “Triple Hops Brewed®” beer.

  • Sports commentators around the US shouted “Miller Time” back when NBA Superstar Reggie Miller would light up the basketball court with his wild jump shots.
  • Comedian Dennis Miller has a segment on The O’Reilly Factor called Miller Time
  • Countless movies, including The Kentucky Fried Movie, paid homage to Miller Time by either referencing or spoofing it.

What other tagline in the beer industry has that much strength?  The only one that is remotely close is “This Bud’s for you” and that one does not have the pop culture strength of Miller Time.

As previously mentioned, the advertising revival of Miller Time, is part of the overall goal to increase sales.  Other than the “Man Up” campaign, Miller Light’s advertising has been more fact based than emotional based.  The emphasis on how the beer is made, the recent beer awards won and their vortex bottles have all been the focus of several advertisements.

But does fact based advertising work?  Apparently not with Miller Light.  I have two friends that are raving fans of Miller Light.  Neither one of them drinks the beer for the fact based reasons.

That is why I’m happy to see they are shifting back to a more emotional based campaign.  I really hope it works out for Miller Light.  Now where’s my beer?

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