Miller High Life

Miller spends a lot of money on advertising (over $200 million annually) and they are trying to reinvigorate their High Life brand. But i think their efforts are wasted because of the ads they choose to spend that money on.

The key problem is the voice over-- it's the same guy VH1 uses for "We Love the 70s" and "We Love the 80s." He uses the same mocking and ironic tone which undercuts the words he speaks.

Miller wants High Life to be the beer of choice for blue-collar men. Their TV spots focus on manly pursuits-- sowing grass, changing oil, grilling steaks. But the ads don't end up as a celebration of the suburban good life. They come off as a joke at the expense of the target market. And that is never a wise move for marketing no matter how much the hip creative guys in New York or San Francisco like it.