Miller High
Life
The New Blues Influencer Program
For a beer that was
once the jewel in the Miller Brewing
Company’s crown, High Life had
fallen on hard times by the early
‘90s. However, a decade later,
despite minimal but consistent
advertising support, the Champagne
of Beers was growing
again—attracting a new, younger
drinker.
Miller asked Ammo to explore this
phenomenon and recommend how, if at
all, to capitalize on High Life’s
newfound popularity. Following an
extensive Cultural Intelligence
study in which the Ammo team walked
in the shoes of 21–28 year old guys
and explored their values,
motivations and brand affiliations,
we recommended a pilot grass-roots
Influencer program in four US
cities.
Central to the program
was the concept of ‘one
degree of separation’;
this new group of
drinkers, termed New
Blues, were attracted to
the brand for all the
same reasons that they
rejected the Buds,
Heinekens and Coors of
this world: discovery
and authenticity.
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