Toasting The Pursuit Of The High Life
Miller High Life Returns to National Spotlight with New ?I Am Rich' Campaign
April 14, 2014 --
CHICAGO, April 14, 2014 /PRNewswire/ --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 today's 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.
Through its diverse collection of storied breweries, MillerCoors brings American beer drinkers an unmatched selection of the highest quality beers steeped in centuries of brewing heritage. Miller Brewing Company and Coors Brewing Company offer domestic favorites such as Coors Light, Miller Lite, Miller High Life and Coors Banquet, as well as innovative new products such as Miller Fortune. Tenth and Blake Beer Company, our craft and import division, offers beers such as Leinenkugel's Summer Shandy from sixth-generation Jacob Leinenkugel Brewing Company and Blue Moon Belgian White from modern craft pioneer Blue Moon Brewing Company. Tenth and Blake also operates Crispin Cidery, an artisanal maker of pear and apple ciders using 100 percent fresh-pressed American juice. The company imports world-renowned beers such as Italy's Peroni, the Czech Republic's Pilsner Urquell and the Netherlands' Grolsch. MillerCoors also offers pioneering new brands such as Redd's Apple Ale, Batch 19 Pre-Prohibition Lager, Third Shift Amber Ale and Smith & Forge Hard Cider. MillerCoors seeks to become America's best beer company through an uncompromising promise of quality, a keen focus on innovation and a deep commitment to sustainability. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company. Learn more at MillerCoors.com, at facebook.com/MillerCoors or on Twitter through @MillerCoors.
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