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Chicago-based MillerCoors’ Miller High Life brand is returning to the national stage with the debut of TV and print advertising, increased digital and social media engagement, and limited-edition packaging to help consumers of legal drinking age (LDA) discover their own “Pursuit of the High Life.” The brand’s new “I Am Rich” campaign represents the values that matter to today’s millennial beer drinker, the brand says. Through the campaign, Miller High Life will showcase that richness is about how you live your life, not how much money you accumulate.
“For more than 110 years, Miller High Life has proudly supported the search for what is genuine and authentic in our lives,” said Amanda Devore Moehr,marketing manager for Miller High Life, in a statement. “The new campaign extends this concept to connect with legal-age beer drinkers, toasting them with the Champagne of beers as they celebrate the richness in their lives.”