Miller Lite Love Campaign | Zak Holt | SJeff Woolson |

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Presentation transcript:

Miller Lite Love Campaign | Zak Holt | SJeff Woolson |

Started in 1973 when Miller bought the brand from Meister Brau. Heavily marketed using sports and other masculine figures to appeal to male drinkers. Production went from 12.8 million barrels in 1973 to 24.2 million by 1977 Light beer is currently the biggest domestic beer category

« Buster » « Dating »

Great taste…less filling” campaign awarded the 8 th best ad campaign in history Used competition-based positioning Created low-cal segment to target blue-collar heavy users Respond well to market feedback (athlete spokesmen) Use humor and attractive characters to reposition as a beer anyone can drink. This campaign works because everyone can relate to love-related humor

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