Diving overview:
- According to a press release, Miller Lite is reviving its decades-old “Great Taste, Less Content” campaign aimed at evoking nostalgia in consumers.
- The creative features a number of famous athletes coming out of retirement discussing the benefits of Miller Lite, recreating the ads that first started airing in the '70s. In a 60-second spot starting today to coincide with the NCAA March Madness Tournament titled “Destiny,” former NFL defensive end JJ Watt feels unsatisfied with his post-retirement life, and Miller Lite – Asked to play the role of an All-Star.
- Additional articles will expand on the story with other sports ambassadors, including David Ortiz, Jorge Posada, Reggie Miller and Mia Hamm. Miller Lite emphasizes the retro theme through promotions centered around VHS tapes and a partnership with his last surviving Blockbuster store.
Dive Insight:
Miller Lite's latest marketing efforts include a generous dose of nostalgia, reminiscent of the television commercials that helped introduce the brand to consumers nationally in 1975. The original ad featured celebrities competing in a lively debate over whether a beer's best quality is its taste or its flavour. Lightness was the foundational moment of the product, which is considered to have effectively invented the light beer category.
In line with past iterations of “tasting better, less filling”, this modernized campaign is led by a cast of retired sportsmen from sports such as football, baseball, soccer, and basketball, with actor Luke Wilson playing the role of “Delicious Food”. Acts as an intermediary to find out. The middle ground in the taste vs. satiety debate. Publicis agency Leo Burnett took the creative lead.
Nostalgia remains a popular marketing tactic for brands hoping that entrenched tradition and consumer culture will drive sales and increase familiarity. These are important goals for beer brands to achieve, especially as beverage preferences shift toward other options such as wine, seltzers, and ready-to-drink cocktails, especially among younger demographics.
Molson Coors, Miller Lite's parent company, is looking to capitalize on the slump at its biggest rival, Anne Hessure Busch InBev, by ramping up marketing spending. Coors Light ran his flashy Super Bowl campaign in February, which similarly brought back an old creative concept: beer's frosty silver bullet train.
In addition to rolling out new March Madness ads, Miller Lite is running a sweepstakes for beer tapes, a novelty item inspired by the old days of video rentals. Beer Tapes combines actual VHS and tape-shaped novelty glasses, building on Miller Lite's history of selling quirky collectibles that double as beverage containers. VHS comes with an interactive experience that allows viewers to participate in the “Taste is Great, Substance is Less” debate.
“At Miller Lite, we launched the light beer category in the wake of this iconic unanswered debate,” Ann Regan, vice president of marketing for Molson Coors' Miller family, said in a statement. We look forward to continuing this dialogue for many years to come.” With the help of a new generation of all-stars and nostalgic, easy-drinking VHS Beer His tapes, fans can declare allegiance to their favorite side of the debate by scanning their Beer His tapes and locking in the answers. Yes, the filling amount will be less.”
Rounding out the physical media throwback element is a partnership with the last remaining Blockbuster in operation. Interested consumers can visit the Bend, Oregon store on March 28th to pick up Beer Tape in person. Blockbuster's infamous bankruptcy has made its last outpost a kind of anchor point for marketers.
