• Ad Age , Wednesday, August 6, 2008 10:03 AM

MillerCoors is sending Miller High Life's delivery-guy mascot to stump for the "High Life Common Sense Party" in 12 markets and on Internet sites such as Facebook and YouTube. Campaign stops that are an extension of TV ads for the brew are set for Major League Baseball and college football games.

The TV spots show the driver confiscating High Life from French bistros, gourmet grocers, luxury boxes and other too-chic locations at odds with the brand's blue-collar ethic. The driver has also been making appearances at sporting events since last summer. The driver will continue to rail against all things pricey and sing the praises of his brand's value while shaking as many hands as possible.

The positioning seems to be working. High Life sales rose by nearly 1% during the second quarter, a strong performance for a brand in a challenged category (full-calorie domestic macrobrews) that had seen steep declines in sales for several years.

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