Men Should Act Like Men, and Light Beer Should Taste Like Beer

By John Dempsey and

Rian Lange

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”

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”

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

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

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>.