Beverage News

Miller ads feature lifeguards saving men from 'unmanly' decisions

April 19, 2011
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Miller Lite is encouraging beer drinkers to "save their summer" by collecting Taste Points and submitting them for the chance to win prizes.
The Taste Points program allows consumers to collect points found on specially marked packages of Miller Lite and by checking-in on Foursquare at participating bars and restaurants. Consumers can bank Taste Points, team up with friends and use them to enter for the chance to win thousands of daily and weekly prizes.
To support the Taste Points program, the brand is launching new TV commercials featuring the Miller Liteguards, an army of women tasked with saving men from making "unmanly" decisions, such as choosing a beer with less taste than Miller Lite. The spots, which launched this week and run through July, direct viewers to to register to win prizes. The program also is supported by print, radio, out-of-home and digital advertising, retail point-of-sale and public relations, including appearances by the Miller Liteguards at events around the country.
The Miller Lite Taste Points program also leverages Facebook by requiring consumers to be members of the social networking site in order to participate. It also invites Facebook friends to enter with them for prizes that are awarded to four- or eight-person groups. Once the required number of friends join, the group is entered for a chance to win. Consumers can create an unlimited number of groups to enter as many times as they like. Participants in the program will be able to see how many people or groups have entered to win each prize.
The Taste Points function is used like credits for redemption for entries to win prizes. Consumers can collect Taste Points by submitting official codes online, via SMS or on the Taste Points mobile site. Additionally, consumers who haven't already entered the maximum number of codes in a day will receive automatically Taste Points when checking in on Foursquare at participating bars and restaurants. The program has no limit to the number of prizes consumers may enter to win, or the number of times they can win.
The Miller Lite Taste Points program will award thousands of prizes, including a trip around the world, an island-hopping adventure in the British Virgin Islands and a trip to the Indy 500 and the NASCAR Sprint Cup Series race in Charlotte, N.C., featuring Miller Lite driver Brad Keselowski – held the same day – with a private jet to get from one race to the next.
Weekly prizes include a trip to a Gold Cup soccer tournament match and a VIP golf experience at Pebble Beach, along with hundreds of daily prizes such as mini-grills and backpack coolers. Local prizes also are available in many areas based on zip code

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