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.

Don’t male it in. Make appealing to men a priority.

More than two-thirds of principal grocery shoppers are female adults. Most of the remaining third are adult men.

One-third of anything is a chunk to leave on the table for your competitors. Don’t believe me? Next time you’re out to eat, try giving up one-third of your favorite dessert to the annoying guy at the next table who talked too loud during dinner.

Who has two thumbs and is doing more of the grocery shopping? This guy!

Here are some things we’ve learned about men and their shopping habits:

• Only 25 percent use a list, compared with 75 percent of women
• They usually don’t ask for help (except maybe from the butcher)
• They say they want to “get in and get out,” but they’re more prone to wander (no list)
• They tend to buy in larger quantities than women, especially meat

Now an agency is focusing its energies and expertise on marketing to men. It happens to be the agency we work for. Check it out at Marketing to Men.

There are ways to take advantage of what we know about men and their behaviors. They are important influencers and decision makers in a multitude of decisions that affect our industry, both in the home and at the office.

More on this later. Have a peaceful weekend and safe travels if you are on the road or in the air.