Miller Lite Launches New Celebrity-Laden Ad Campaign
Brandweek, Tuesday, April 18, 2006 12 PM
Miller Lite is returning to the tried and true advertising world of celebrity endorsers in a new campaign breaking next month that carries the theme "Man Law." The effort includes spots featuring male personalities like Burt Reynolds, Eddie Griffin, ex-NFL star Jerome Bettis, WWE wrestler Triple H, rodeo star Ty Murray and Aaron Rolston (who cut off part of his arm to save himself during a mountain-climbing accident). The new ads, along with two other Miller Lite campaigns that will be launched at the same time, are all part of the brewer's attempt to compete more effectively with market leader Anheuser Busch in the upcoming summer beer market. In the "Man Law" spots, the men ponder questions like when to leave the toilet seat down and how long to wait before dating your best friend's ex-girl. Six months is the consensus, until someone asks, "What if she's drop-dead gorgeous?" "Two months," says Reynolds. The other two campaigns include the next installment in the "Good Call" series, which calls out No. 1 brand Bud Light by spoofing the Bud Bowl in such contests as the Heritage Bowl and the Carb Bowl, and one themed "A revolution is brewing," which will continue through early summer as converted Lite drinkers join hands nationwide. Lite's budget is expected to at least match its $217 million media spend in 2005, per Nielsen Monitor-Plus. Anheuser-Busch spent $525 million on media last year, including $175 million behind Bud Light. A-B will spend $600 million this year just on marketing its sports and entertainment assets across all brands, per Beer Marketer's Insights.
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