Tag Archives: Advertising

What’s good enough for Miller High Life is good enough for you

Miller High Life has always made a living at the nexus of quality and the down-to-earth mindset.

The brand went to the next level with ads that feature a determined delivery guy who refuses to allow the beer to be sold in establishments who have lost their sense and no longer live the High Life brand values.

At the time of the annual two-million-dollar-a-pop ad fest during the big game in January, Miller featured Windell on a rant (see video above) about the lack of common sense he sees as apparent in commercials with dancing lizards and flavored water. “If I want flavored water, I’ll just suck on a lollipop,” he says.

Obviously, not every brand needs to own the unpretentious, down-to-earth, common-sense essence of Miller High Life. But it is simply brilliant how the ads for this brand make it more appealing and credible as they pitch the idea of uncompromising ideals.

It’s also refreshing to see a brand with men as its primary target that puts forth the idea of being true to one’s values, not just being “hard” and “manly.”

Windell is a hero for the post-modern man and a shining example of integrity for brand managers.

Tomatoes ain’t ketchup

Does this sound familiar to you?

Kid: I don’t like tomatoes.
You: Well, you like ketchup, don’t you?
Kid: Yeah…
You: Well, ketchup is made from tomatoes. They’re good for you.
Kid: <groan>

How about this one?

Husband: I don’t like buttermilk.
Wife: Well, you like ranch dressing, don’t you?
Husband: Yeah…
Wife: Well, buttermilk is used to make ranch dressing. It’s good for you.
Husband: <groan>

Ever think that as food marketers we try to do the same thing? At home, we’re trying to get our loved ones to do something that’s healthy for them. In the marketplace, though, the old push strategy is quickly being supplanted by radical consumer choice. It’s all about what they want, when they want it.

On-demand is about more than movies on cable and satellite television. People want messages about the products we’re selling available for access. And those messages have to be relevant.

If traditional marketing methods are “tomatoes” and on-demand messaging is “ketchup,” stop wasting time and money “buying tomatoes” they won’t “eat.”

Essentially, what they’re telling us is:

“Of course, I like ketchup. That’s because ketchup is a pleasantly-proportioned blend of tomatoes, corn syrup, salt and vinegar pureed and prepared into a delectable dipping sauce and spread for my favorite ketchup-delivery vehicles, such as burgers, fries and chicken strips.”

What consumers have a tougher time articulating is this:

“I don’t like tomatoes because they’re a cold, waxy, semi-bitter, watery eating experience with those gelatinous seed wads that make them even more unappealing. You can’t even compare that to ketchup. Please!”

But instead of telling us, they just ignore us or walk away. It’s simple. Give them what they want when they want it.