Toasting The Pursuit Of The High Life
15 Apr 2014 --- The Champagne of Beers is returning to the national stage with the debut of television and print advertising, increased digital and social media engagement and limited-edition packaging to help legal age beer drinkers discover their own “Pursuit of the High Life.”
With a new campaign called “I Am Rich,” the iconic beer, first brewed in 1903, spotlights what matters most to the millennial beer drinker. Miller High Life will showcase that richness is about how you live your life, not how much money you accumulate.
“For more than 110 years, Miller High Life has proudly supported the search for what is genuine and authentic in our lives,” said Amanda Devore Moehr, marketing manager for Miller High Life. “The new campaign extends this concept to connect with legal age beer drinkers, toasting them with the Champagne of Beers as they celebrate the richness in their lives.”
High Life returns to television this month for the first time since 2012 with the debut of two national spots created by Publicis Group’s Leo Burnett/Arc. Shot in black and white on 35mm film, the new spots show normal people enjoying daily pleasures while an ironic voiceover compares these pleasures to high-cost luxuries such as yachts, country clubs and penthouses.
In addition to television, the brand is using other media to amplify the “I’m Rich” message. Print advertising will appear in popular publications including “Rolling Stone” and “Vice”. Miller High Life also will extend conversations socially with the re-launch of its @MillerHighLife Twitter handle and connect with legal age drinkers through Facebook.
Miller High Life is also celebrating its iconic Milwaukee neighbor, Harley-Davidson, by partnering with five artists known for their innovative and distinct styles to design limited-edition packaging. Designs by the artists will be featured on High Life cans and secondary packaging. Further, High Life will be giving consumers the chance to win a custom Harley-Davidson bike, as well as limited-edition posters and custom leather jackets to legal-drinking-age consumers throughout the year. Harley-Davidson and Miller High Life were founded in the same year, and through their 110-plus year history, few brands can claim the authenticity and heritage of these two American icons.
Miller High Life is also raising a glass to those who make the American “Pursuit” possible by supporting the Iraq and Afghanistan Veterans of America (IAVA) in 2014. The brand will be donating a customized Harley-Davidson bike to IAVA for an auction, with proceeds benefiting the IAVA.
