Miller Lite - notes from lecture for quizzes and exams PDF

Preview

Summary

notes from lecture for quizzes and exams...

Description

Creating A Category: Jocks, Comics, Tough Guys and Light Beer I.

Beer Ads and Television a. Carling’s Black Label i. 1950s, cartoon, simplistic tv ad, animation ii. 20 year campaign b. Hamm’s i. 1950s, each ad is a mini story, they knew how to make entertainment to attract consumers ii. Mini story with a plot and characters iii.‘The beer refreshing” - says Hams like 5 times lol c. Rheingold i. 1950s, winning brew for you and you II. The Miller Brewing Company a. Miller High Life i. Champagne of beer brands ii. A lot of beers taste the same, so they differentiated themselves with brand imagery iii.1960s b. Champagne of Beers to Blue Collar i. Target audience of their campaign ii. 1970s - its miller time iii. Repositioned to the blue collar guy, just like what the cigarette industry did III. McCann-Erickson and Low-Calorie Beer - image marketing a. Trommers Red Letter Beer i. Targeted for female audiences ii. First light beer b. Gablingers’ Beer i. It doesn’t taste like it doesn’t fill you up ii. Diet beer c. Meister Brau Lite i. Reduced calorie beer ii. 1960s iii.Brand purchased by Miller Brew iv. Lite beer from miller - didn’t want to emphasize on the lite element of the beer v. 22-40 year old males IV. Launching the Campaign a. Joe Namath or Matt Snell - football players i. Wanted to use the athletes/sports as their gateway to target audience

ii. Lead figure - Matt snell bc the facial expressions, ‘ I want to have a beer with this guy ‘ b. “The Kind of Guy to Have a Beer With” i. Matt Snell ii. Lowe calorie and diet were eliminated from the script so it wasn’t misleading iii. ‘Everything you always wanted in a beer’ iv. Beer can taste great without all the calories of a normal one v. 1964 - Matt Snell TV advertisement 1. Everything you always wanted n a beer, but less c. “Lite Beer from Miller” i. Mickey Spillane - mystery writer for another commercial ii. This beer has to appeal to the men that look at themselves in a certain light V. Tastes Great, Less Filling a. Sports advertising b. Better position to snatch the sports audience, Miller wanted to position their brand and their Miller Lite c. Retired athletes appear in the Miller Lite commercials i. Macho guys that could make fun of themselves - humor appeal ii. Rivals from sports used to angle their positioning - 1970s iii. ‘one thing we do agree on’ - taste great, less filling VI. The Competition Responds a. Natural Lite i. It mirrors the miller lite campaign ii. Taste is why you’ll switch - 1980 VII. Miller Lite “All Stars” a. Budweiser and miller lite competition b. Bill Bach - miller lite all stars c. Storylines that go through the commercials of Miller Lite d. The first lite beer bowling tournament - 1982 e. The first lite beer softball tournament - 1983 f. The first lite open - 1986 g. All of these commercials had the same constant storyline, same characters with the retired athletes and entertainers which appeal for to the audience h. ‘I might worked up, but I don’t get filled up!’ Successful ad bc it follows the character aLways losing his shit during the commercials VIII.Key Takeaways a. An Enduring Campaign b. Establishing a Category i. Advertising solidified the miller lite brand ii. Acts as a catalyst for people to make ‘ healthier ‘ descisions

c. The Power of Timing i. One the most successful product launches...