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.