Thursday, February 12, 2009

1 Smart Second

While writing yesterday’s blog , “10 Trends for Advertising in 2009,” I was also focusing on the Super Bowl and the many advertisements reaching the millions of consumers that night. I realized that MillerCoors, the makers of Miller High Life, followed some of those very trends.

Miller High Life ran 1-second ads throughout the Super Bowl featuring the big burly Miller High Life delivery man reinforcing the brand as a “good, honest beer at a tasty price.” Considering the excessive price tag for a 30-second commercial to run during the game, it was a wise decision.

“Miller High Life is all about high quality and great value, so it wouldn’t make sense for this brand to pay $3 million for a 30-second ad,” said High Life senior brand manager Kevin Oglesby, in a press release. “Just like our consumers, High Life strives to make smart choices. One second should be plenty of time to remind viewers that Miller High Life is common sense in a bottle.”

In this economy that is a smart way to think. What is a brand saying to its loyal customers if it uses its money recklessly? It’s hard to support a brand in this economy that isn’t respecting your wallet in return. MillerCoors creatively advertised its brand in a resourceful way—and probably received even more publicity because of it.

This economy will force brands to think “outside the box” when advertising and I’m excited to see more of these trends.

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