1. It’s Miller Time Faye Bokelman, Karly Heimke, Janna Lauren, Melissa Schepper, Christine Strege, Apryll Tong

2. Agenda Introduction Sense of Product Market Research Survey Results Competitors Prototype Customer Creative Strategy Slogan Format Presentation of Storyboards Summary Questions or Comments

3. Introduction

5. Sense of Product “Quality unchanging and uncompromised since 1885” Miller Lite is the light beer Since 1975 Choicest ingredients, finest products Giving back to the community Scholarships, donations, sponsorships Values Hard work, good times, friends, and family

6. Sense of Product cont. Living responsibly Underage access Programs Friends are great, but they are even better in a place called “Miller Time.”

7. Market Research Survey Results 45 people surveyed Beer Preferences Taste Bud Light is number 1 Miller Lite a close second Brand Loyalty/Advertisement Price/Selection

8. Market Research cont. Alcohol Consumption Drinking occurs 2-3 times per month ½ of those times beer was preferred choice Most surveyed had tried Miller Lite Lack of options Friends Sampling

9. Market Research cont. Competitors Coors Light May 1978 Coors’ largest selling brand Fourth best selling beer in the United States 102 calories/12 oz. 5 Grams of carbohydrates/12oz.

10. Market Research cont. Bud Light 1982 #1 light beer in U.S. in 1994 #2 beer in U.S. in 1994 113 calories/12oz. 6.6 Grams of carbohydrates/12oz.

11. Prototype Customer Male Age 21-35 Regular beer drinker thinking of switching to light beer Light beer drinker thinking of switching brands Beer drinkers who are concerned about their carbohydrate intake

12. Creative Strategy Objective To keep Miller Lite drinkers while attracting other light beer drinkers Attempt to increase sales of Miller Lite Target Audience Beer drinkers who drink other brands of beer Health conscious; emphasizing low carbs

13. Creative Strategy cont. Key Consumer Benefits Low carb content compared to other beers Market research shows beer drinkers are concerned with carb content Support Low carb content while still keeping its taste

14. Creative Strategy cont. Tone and manner Focus on healthy living Young and active

15. Slogan Miller Lite: Keep the Taste, Lose the Waist ©

16. Format Humorous vignettes – series of incidents; descriptive sketches Memorable

17. Presentation of Storyborads

18. Commercial 1: “Football Sunday”

20. Guy #2: “Hey, get your big gut out of the way. I can’t see the TV.”

21. Guy #3: “I knew it. I knew it has gotten bigger.”

23. Guy #1: “I really shouldn’t. I had an extra piece of toast for breakfast.”

25. Guy #3: “How can you drink like that and not ruin your figure?”

26. Guy #2: “It’s Miller Lite. It has half the carbs of Bud Light.”

27. Guy #2: “Try it.”

28. Guy #3: “Pass me those chips.”

30. Miller Lite: Keep the Taste, Lose the Waist ©

31. Commercial 2: “#1 Workout”

41. Guy: “Hello?”

42. Guy: “Hey Dude, where have you been all day?”

43. Guy: “Working out.”

45. Miller Lite: Keep the Taste, Lose the Waist ©

46. Commercial 3: “The Bar Scene”

52. Guy: “Ughhhh.”

53. (Bartender laughs)

54. Woman: “Instead of sucking it in, why don’t you just switch to Miller Lite?”

55. Woman: “It has half the carbs of Bud Light.”

58. Miller Lite: Keep the Taste, Lose the Waist ©

59. Summary Miller Lite is the light beer Low carb content while still keeping its taste Our aim Create extraordinary commercials Keep Miller Lite drinkers Attract other light beer or regular beer drinkers Miller Lite: Keep the Taste, Lose the Waist ©

60. Questions or Comments? ?