The campaign kicked off on July 4th with 1,000 seats given to vets at a Dodgers-Padres game
Miller High Life
CAROLINE LAND ◊ KELSEY LEMIEUR ◊ ELENA SANCHEZ
MillerCoors: Living the High Life• 300 years of brewing history• 2nd largest beer company in the United States— captures 30% of market• Portfolio that satisfies every major segment— premium light, premium beers, craft & import, and economy brands
“The Champagne of Beers”: A History of Class • Founded in 1855 by Frederick Miller when he moved from Germany to Milwaukee, WI. • Referred to as ―champagne of beers‖ because of high carbonation • Sold in miniature champagne bottles and quickly became one of nation’s top premium beers • Miller’s oldest brand
“It’s Miller time!”• 1971 advertisement campaign• Told workers to call it a day and relax (and drink a few Millers, of course).• Since ―Miller Time‖-- Miller High Life has ranked among the top 10 beer brands in the United States.
A Crumbling Image• Miller High Life sank to low in 1993• Lost out to Anheuser- Busch’s premium line, Budweiser in sales• New rival brands were sub- premium lines• Miller Brewing bought by SAB PLC (South African Breweries) in 2002 to form SAB Miller PLC
Brand Revitalization • Unsuccessful attempts at brand revitalization (hyper-masculine, moon maiden, ―the moments we savor‖) • 2007, partners with Saatchi & Saatchi & deploys ―Take Back the High Life Campaign‖ • Overhauls image with logo, icon, etc.
Giving Veterans a Piece of the High Life • Campaign started in 2011 • Miller High Life will donate 10¢ toward High Life Experiences for returning vets for every High Life cap or tab you drop off • Bottle caps and beer can tabs were collected at participating retailers or customers could mail them in • Money raised went toward paying soldiers’ way into sporting events, concerts,http://www.youtube.com/watch?v=OqKTdptr-c8 outdoor adventures and more
Reason for the Campaign• To help ease veterans back into civilian life• Helps support our troops while still promoting their product• ―Recognizing our troops is just common sense‖
Miller Teams Up With IAVA • Iraq and Afghanistan Veterans of America • In order for the vets to be able to ―win a chance at the High Life,‖ they first had to register with the IAVA • IAVA is a nonprofit, nonpartisan organization that supports vets of Iraq and Afghanistan – Benefits include: health, employment, education and community resources
IAVA• Founded in 2004• Its mission is to improve the lives of Iraq and Afghanistan veterans and their families• Benefits of joining the IAVA: – Health, employment, education and community resources• Over 200,000 member veterans and supporters in US• Charity Navigator, America’s largest independent charity evaluator, awarded IAVA 4 stars, its highest rating• IAVA is also partners with TriWest Healthcare Alliance, Southwest Airlines, Citi
Advertising the Campaign• Saatchi & Saatchi• Multiple television commercials – http://www.youtube.com/watch? v=OqKTdptr-c8• Linked commercials to Facebook• Large icon on Miller High Life’s website• Bottles had yellow ribbons on caps• In-store displays• Miller Girls
A Bubbling Success: Awards Effie Awards: • 2 Silvers in Goodworks – Brands and Beverages, Alcohol for MillerCoors and IAVA • 3 Golds for MillerCoors’ Miller High Life ―1-Second Ad‖ in the Alcoholic Beverage, David vs. Goliath, and Media Idea categories.
A Bubbling Success: Quantitative Data• Gave over 4,000 veterans the ―high life‖ over the summer• Over $2 million donated over the past 2 years• $1 million raised in cash and experiences during 1st year• Campaign will be repeated for 3rd year• 21.9% increase in net income from 2009 (for MillerCoors; data not available or Miller High Life Specifically)
Improvements & Critiques • Could have had a larger social media push • Quantitative data regarding effect on sales? • Discrepancy in numbers between the IAVA site and Miller High Life site ($1 miillion vs. $800,000) • Terms and Conditions for 2012 campaign limit maximum amount to be donated
Conflicting Message? Alcoholism and the Military• Preexisting stigma for military personnel and veterans• Nearly 9,200 soldiers sought treatment for alcohol abuse in 2009, a 56 percent increase since the war in Iraq started.• ―"I always knew I drank too much. In retrospect, I was the poster boy.‖- former General Stanley Cherrie
Is beer as american as apple pie? • Industry dominated by foreign companies • The largest American-owned company is North American Breweries, which controls 1.2% of the market share with Magic Hat and Genesee. • Anheuser-Busch and MillerCoors collectively controlled 78.4% of the U.S. market in 2011.
PATRIOTISM WITHIN THE INDUSTRY• ANHEUSER-BUSH • MILLERCOORS• Partnered with MLB VS.Partnered with IAVA • • Individual focused• Family centric • Utilized traditional ―support• Anheuser-Busch pledged our troops‖ rhetoric to donate $100 to the • Disassociates and deflects civic dissent Folds of Honor Foundation • rhetoric to persuade• To provide scholarships for consumers into buying military families of patriotic beer deceased or disabled • redefine war as a means to fight and save our troops. members.
Conclusion/Overview• Very positive to donate a portion of sales to a cause such as helping veterans – Historically proven• Overall it was a successful campaign – Entering its 3rd year• Area of improvement – Transparency