The new spots – the first of which airs today — emphasize the beer’s unique effervescence, iconic bottle, balanced taste and heritage. And they make use of the brand’s soothing, piano-backed 1970s-era jingle, “If you’ve got the time, we’ve got the beer.”
The campaign seeks to “remind consumers why High Life is unmistakably the Champagne of Beers,” says Taylor Brown, Miller High Life’s brand manager. “We are continuing to lean-in heavily to this successful campaign, which has proven its ability to reaffirm loyal drinkers’ love for Miller High Life as well as bring new drinkers to the brand.”
The resurrection of the jingle and decision to invest in Miller High Life came as part of a 2016 MillerCoors initiative to stabilize its economy portfolio of beers, which had been underperforming the segment.
Economy beers remain a huge volume-driver in beer, and its drinkers are among the most loyal. They’re also crucial in helping recruit new legal-drinking age consumers to beer. To bring drinkers back to its economy beers, MillerCoors over the last 18 months has put more resources behind the portfolio.
After finishing 2017 with share gains and sales dollars up slightly, per Nielsen all-outlet and convenience store data through Dec. 30, High Life sales have slowed in the first quarter of 2018. It’s a trend the campaign refresh launching today aims to reverse.