Tuesday, February 2, 2010
Breaking into the Big Game
Miller High Life has clawed its way back into our national psyche by positioning itself as a beer for the everyman in all of us – smart, sensible and darn tasty – which makes the Super Bowl the perfect venue to promote this brand. There's just one problem. Anheuser-Busch has exclusive rights to the national broadcast. To get around that, Miller is buying spots in local breaks alongside car dealers and furniture stores in key markets around the country. Nothing earth shattering there. Just smart media buying. What I really like is the creative strategy.
Continuing with their successful spokesperson Wendell the delivery guy, High Life is promoting the little guy in these spots, having selected four local businesses to showcase on the Super Bowl. It's a tight fit with the brand, a nice way to position themselves against Bud Light, and creates just enough talk value to have garnered a bit of media attention before the game. I'm looking forward to seeing how these guys interact with Wendell in their spots.
Different brands call for different strategies, and it looks like Miller High Life has the right one for the "big game."