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(Courtesy Miller Lite)
“Don’t forget about taste.”
That’s the key message behind Miller Lite’s new marketing campaign, which kicks off on April 4. And no matter your thoughts on the beer, who’s not onboard with that message?
“Miller Lite is the only light beer for people who love the taste of beer,” Sofia Colucci, vice president of marketing for the Miller family of brands explained to Beer & Beyond. “When you think about the history of Miller Lite, it’s always stood for taste.”
Aimed at existing beer drinkers in the important 25-45 age group, Miller Lite’s new message is that beer should taste like, well, beer.
And again who could argue with that?
“With this new campaign, we are championing beer. Taste isn’t just a function, it’s a feeling,” Colucci says. “As other brands go into places that dilute beer or introduce off-the-wall flavors, Miller Lite is going to own what we stand for.”
Coinciding with Miller Lite’s largest media spend in years the new campaign includes a massive rollout of TV and digital ads, as well as fun retail and out-of-home components with a particular emphasis on local markets.
(Courtesy Miller Lite)
Miller Lite ‘Add Taste’ Beer Flavor Drops
A part of it campaign Miller Lite is also releasing its new Beer Drops, beer-flavored concentrated flavor enhancers that drinkers can add to their watery beers for added taste.
“If, by any chance, you made the unfortunate choice of picking up one of those watery beers or you don’t have a Miller Lite nearby, you can add in these flavor-enhancing liquid Beer Drops,” added Colucci.
The Miller Lite Beer Drops, which the brewer says are “expert tested and formulated,” will launch HERE on April 6 at 9am EST and cost $4.07…a nod to National Beer Day on April 7.
But know that these handy Beer Drops are a limited edition item, so once they’re gone, they’re gone.
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