MillerCoors this week unveiled a new cellphone ringtone that features the 1970s-era Miller High Life jingle: “If you’ve got the time, we’ve got the beer.” The brand also released a new set of High Life graphics formatted for cellphone and computer wallpaper.
The brand shared the bundles with distributors today and plans to roll it out to consumers later this summer.
Miller High Life resurrected the jingle in late 2016 as part of a television campaign aimed at reclaiming the beer’s quality credentials for a new generation of beer drinkers. Prior to that, the jingle hadn’t been used since the late 1970s.
Penned by legendary adman Bill Backer in 1971, the jingle was part of the “Miller Time” campaign launched the same year. The ringtone features a roughly 10-second sample of “If You’ve Got the Time,” which was laid down by piano player Johnny Mack, one of several artists to record the song.
The brand plans to make available versions for both Apple’s operating system, iOS, as well as for Android-powered devices, says Taylor Brown, brand manager.
“The jingle is one of our most iconic brand assets, and we’re really leaning into the strength of the High Life campaign,” Brown says. “This is another small way to remind people of the Champagne of Beers this summer. The goal is to get people singing the jingle.”