Alright. We all know that the macro lagers are continuing to lose market share to the craft brews. Not enough to put the majors out of business, but certainly enough to make them sweat.
Which probably explains why earlier this week, while getting my daily dose of Pardon The Interruption, I heard something that caused me to fully utilize the rewind function of my DVR remote. In a new Miller Lite ad, Miller relentlessly touts the recent realization that Miller Lite is "triple hops brewed." Apparently Miller is so enamored with this claim, they've gone and plastered it on the front page of millerlite.com (as seen in the image above).
Here's the thing: I'm sure Miller Lite is "triple hops brewed." I'm sure they do add hops three times during the brewing process. But come on, Miller. Let's not kid ourselves. And let's not start slinging buzz words we can't take back and making up brewing terms that are as original as they are vague.
What is the point of this campaign? Are you trying to convince people Miller Lite is a "hoppy" beer? Every sip sends an opposite reminder to our taste buds. Or are you trying to imply that Miller has a craft-like brewing process? Maybe then you'd like to tell us what kind of hops you're putting in there? And honestly, it's not the hops I'm worried about, it's the adjuncts.
I've created a new ad campaign for Miller Lite. It will be their best, most honest yet: Miller Lite is Miller Lite. If you don't know what Miller Lite tastes like, go drink one! They're easy to find. On the flip side, if you regularly drink Miller Lite (or brew Miller Lite), don't be ashamed of it. Everyone who has ever grabbed an ML knew exactly what he or she was getting. And that's fine, it's a matter of personal taste and preference. But don't try to re-frame Miller Lite as something fancy or finely crafted. When I eat Kraft Mac & Cheese, I do it because I'm jonesing for some Kraft flavored mac or trying to save a little cash, not because I'm going to delude myself into pretending its smothered with gruyere and parmigiana reggiano.
I'd like to believe this whole thing is just a publicity stunt. I mean, it is almost as hokey as the 1-second Super Bowl ad.
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