Miller Lite Encourages Consumers to Plan Ahead For Safe Ride Home In New National TV Ad
Planning is an important part of any memorable night out with friends. You plan when you’re going out, where you’re going and who’s going.
You also need to plan ahead to make sure you and your friends get home safely at the end of the night.
That’s the message of a new television ad from Miller Lite that will debut during World Cup broadcasts. In the spot, titled “Brad’s Plan,” a guy enjoying Miller Lite with his buddies decides to approach an attractive woman in the bar. It appears his efforts have been successful when we see the two of them in her car, leaving the bar. Eventually, the camera pulls back to reveal that Brad has been joined by his two buddies and that they’re being driven home by the woman. It’s all part of his plan to get them home safely after a night at the bar.
“We want legal-drinking-age consumers around the country to enjoy the great taste of Miller Lite this summer, but we also want them all to get home safely at the end of the night,” said Kim Marotta, vice president of corporate social responsibility at MillerCoors. “Whether it’s lining up a designated driver, calling a cab or hopping on a bus, it’s important that you think ahead about how you’re going to ensure a safe end to the night for everyone. The new ad drives home this point in a memorable way.”
The spot, created by Milwaukee-based Jacobson/Rost, will debut June 23 during the U.S.-Algeria game on ESPN. After that, it will share Miller Lite’s media weight on general market broadcasts throughout the balance of the World Cup with ads from the brand’s current “Taste Greatness” campaign.
Miller Lite will have in-game advertising on ABC, ESPN and ESPN2, as well as on ESPN3.com, where games will be streamed live. The buy will focus on marquee games during pool play, including all U.S. matches, and continue through the quarterfinals, semifinals and championship. Miller Lite also will advertise in game rebroadcasts on ESPN Classic.
MillerCoors supports a number of programs encouraging consumers to plan ahead and use alternative transportation, including partnering with 1-800-TAXICAB, sponsoring Miller Lite Free Rides on key holidays, offering cab vouchers in more than 85 markets and sharing education through GreatBeerGreatResponsibility.com, a website highlighting the company’s corporate social responsibility platform.
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.