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Miller Lite is kicking off its 50th anniversary with an uber-visual storytelling campaign that spans decades.
Here’s the deal…
The roots of Miller Lite beer run deep…
Miller Lite was originally developed by biochemist Joseph L. Owades, who worked for Rheingold Brewery. He created a reduced-calorie beer called Gablinger’s Diet Beer in 1967, designed for consumers looking for a lighter alternative. However, the beer was not a commercial success.
The formula was later acquired by Chicago’s Meister Bräu Brewery, which rebranded it as Meister Bräu Lite. Struggling financially, Meister Bräu sold its brands—including Lite—to Miller Brewing Company in 1972.
When Miller Lite launched in 1975, it was a new brand that created the then-unproven light beer category and its success was far from guaranteed.
But pioneering light beer ended up disrupting the whole beer industry and fifty years later it is one of America’s most popular beers. And to mark its 50th anniversary, Miller Lite has planned a full year of celebrations.
And on March 20th the new campaign, “Legendary Stories Start with a Lite,” premiered during the first round of the men’s college basketball tournament.
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The ad features the unmistakable voice of acclaimed actor Christopher Walken, who toasts to all the legendary stories made with Miller Lite.
“Miller Lite has truly been a story in the making for 50 years,” Vice President of Marketing Ann Legan told Beer & Beyond. “We wanted to celebrate the people who put the brand on the map and made it famous – our drinkers. If you’ve had a Miller Lite, you probably have a story worth telling.”
Legan said that when they were looking for the right person to narrate the ad, Walken, who does have an immediately identifiable voice, was the ideal choice.
“Who best to tell that story than Christopher Walken who is, himself, a legend?” she says. “He’s so choiceful in his roles and the stories that he tells. They are always momentous. We realized he’s the perfect voice to bring what we wanted to life for our 50th anniversary.”
The spot is Just the beginning of a busy golden anniversary year for Miller Lite. The beer has a robust collection of plans, including limited-time packaging, merch, additional creative spots, celebrity partners and more.
Legan says we can expect to hear more soon.
“We are obviously extremely proud of this brand,” says Legan added. “The 50th anniversary is a big moment. We can’t wait to share the rest of the plans in the weeks to come.”
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