Miller Lite is staking claim to the fact that ‘Miller Time’ was the OG social media. According to the brand, before there was social media, there was beer (Miller Lite) at the bar with friends. To prove their point the brand has released a spot and is also shutting down its social media feeds.
About the Spot
The spot was shot by DDB and it starts with a man who is just about to leave his apartment. Before he walks out, he looks through the peephole and sees a group of people waiting for him. Instead of walking out the front door, he sneaks out through the fire escape. As he comes out of the fire escape he starts to run because a mob is running after him. As we see him run away from the mob, we see other people who are in a similar situation. They are all trying to dodge mobs of people.
In the ad, we see selfie-obsessed people and social posters galore. As the spot comes to a finish we see the man arrive at a local bar where there’s a mob waiting for him to move. To get them off his trail, he removes his shoes and throws them to the crowd (who is also wearing similar shows). He then runs to join the other two who had been chased. As he joins them the picture turns from a black and white to colour. A text appears stating: “A few friends are better than a few thousand followers. Here’s to the original social media.”
About the Campaign
Apart from the spot, Miller Lite will be doing more to promote the campaign. They will be practising what they preach by rewarding consumers who “unfollow us to the bar” with free beer. The beer brand would be giving ‘Miller Time’ to fans who unfollow the brand’s Facebook and Instagram pages. To win the free beer, consumers just need to text a photo or screenshot to an SMS shortcode. They will also need to include the keyword ‘Unfollow’. The brand will then send them a link to upload a receipt from a Miller Lite purchase so that Miller can credit their PayPal account.
The beer brand will also be going dark on social media as part of the campaign. Miller Lite will be doing this for two weeks. They won’t post throughout these two weeks. The beer brand will also be debuting a limited-edition “dark” version of its classic white can for the campaign.
This campaign is the first full new campaign for the brand under new chief marketing officer Michelle St. Jacques.
Miller Lite Speaks on the Campaign
Anup Shah, the Vp of the Miller family of brands spoke about the campaigns. He talked about how today’s generation of new drinkers will spend more than five years of their lifetime on social media, and yet are only meeting up with their close friends less than a few times a month. Shah referenced data from a study the brand commissioned from YouGov. He talked about how“by reintroducing Miller Time, they want to remind them that while social media is great, it’s no replacement for hanging out in-person over a Miller Lite.