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Milwaukee’s Best Light

Milwaukee’s Best Light . By John Dempsey and Rian Lange. Men Should Act Like Men, and Light Beer Should Taste Like Beer. Background. Introduced in 1986 Miller Brewing Co. Segmented by Miller as their leading low-calorie beer for the near-premium segment

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Milwaukee’s Best Light

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  1. Milwaukee’s Best Light By John Dempsey and Rian Lange Men Should Act Like Men, and Light Beer Should Taste Like Beer

  2. Background Introduced in 1986 Miller Brewing Co. Segmented by Miller as their leading low-calorie beer for the near-premium segment Targets blue-collar men, between the ages of 28 and 35. Ambition to become the “beer choice for guys”

  3. Marketing • Tagline “Men should act like men, and light beer should taste like beer.” • Became a major sponsor of the World Series of Poker in 2005 • Launched four 15-second TV ads and one 30-second spot in 2006. • Humorous approach to reinforce idea behind the tagline. • For latest spots, Mother Advertising in London strived to add more “visual interest”

  4. Marketing • Attempting to market product based on aspects other than low-price. • Attempting to make target market feel more “masculine” • Ads are apart of Miller’s mission to attract consumers to low-economy brands • Along with Miller High Life • Web page supports tagline with videos and games

  5. Results • Ad campaign was unsuccessful • Entire Milwaukee’s Best line down 4% at the end of 2007. • Generally, beer tasters give “the Beast” a low-taste rating. • Given a D- by Beeradvocate.com and a 1-2 out of 10 by Beerpal.com • Interestingly, Miller Brewing’s earnings were up 18.6% at the end of 2007

  6. Sources Beirne, Mike. "Miller Makes Milwaukee's Best More Manly." AllBusiness. 29 Sept. 2004. Adweek. 3 Mar. 2008 <http://www.allbusiness.com/marketing-advertising/4146143-1.html>. "Beers and Breweries." Miller Brewing. 2008. 3 Mar. 2008 <http://www.millerbrewing.com/brandsBreweries/brands.asp>. "Miller Earnings Up 18.6%." Top100.Biz. 16 Nov. 2007. JS Online. 3 Mar. 2008 <news.top100.biz/home/Miller-earnings-up-18-6/>. "Milwuakee's Best Light." BeerPal. 6 Feb. 2008. 3 Mar. 2008 <http://www.beerpal.com/Milwaukees-Best-Beer/8857/>. "All Milwuakee's Best Commercials." Youtube. 9 Jan. 2008. 3 Mar. 2008 <http://youtube.com/watch?v=xGItoKaX0BM>.

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