Miller Lite and Coors Light Roll Out Recycling and Responsibility Advertising in Chicago
Miller Lite and Coors Light are set to unveil a new advertising campaign beginning this week in Chicago that will focus solely on responsibility messages, including recycling and drunk driving prevention. The new advertising will run from late September through early January 2010.
The new advertising campaign supports MillerCoors corporate responsibility platform “Great Beer, Great Responsibility” which launched earlier this spring. Initially, Great Beer, Great Responsibility was included as a responsibility tag into advertising and packaging and now, Miller Lite and Coors Light are taking the message a step further with brand-driven advertising. The goal: to engage consumers in a shared responsibility by encouraging them to recycle and help prevent drunk driving.
“We’re working to create America’s best beer company, a process we believe is inextricably tied to demonstrating responsibility with regards to everything we do,” said Cornell Boggs, chief responsibility and ethics officer for MillerCoors. “This fall and through the holiday season, our two best selling beer brands will invite consumers to do the right thing by recycling and planning ahead to never drive drunk.”
MillerCoors has communicated its commitment to alcohol responsibility and environmental sustainability as two key focus areas for the corporation. The company’s progress in these areas and its goals for the future are outlined in a Sustainable Development Report, released earlier this year entitled, “From Grain to Glass” which can be found on the company’s Web site at www.millercoors.com.
The advertising campaign will be launched in three cities through the remainder of 2009, including Chicago, Denver and Milwaukee. Media vehicles utilized for the campaign across these locations will consist of transit bus wraps, bus shelter ads, taxi tops, out-of-home standard bulletins, radio spots and digital ads. Chicago-based Dig Communications developed the Great Beer, Great Responsibility brand and Jacobson Rost-Chicago developed the advertising creative for the campaign.
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company’s premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, WI and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create America’s best beer company by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.