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.”
High Life returns to TV this month for the first time since 2012 with the debut of two national spots created by Publicis Group’s Leo Burnett/Arc. Shot in black and white on 35-mm film, the new spots show normal people enjoying daily pleasures while a voiceover compares these pleasures to high-cost luxuries such as yachts, country clubs and penthouses.
In addition to TV, the brand is using other media to amplify the “I’m Rich” message. Print advertising will appear in publications including “Rolling Stone” and “Vice.” Miller High Life also will relaunch its @MillerHighLife Twitter handle and connect with LDA consumers through Facebook.
Miller High Life also is celebrating its Milwaukee Neighbor, Harley-Davidson, by partnering with five artists known for their innovative and distinct styles to design limited-edition packaging for Miller High Life cans and secondary packaging. Further, Miller High Life will be giving LDA consumers the chance to win a custom Harley-Davidson bike as well as limited-edition posters and custom leather jackets throughout the year. Harley-Davidson and Miller High Life were founded in the same year, and through their 110-plus-year histories, offer authenticity and heritage as American icons, the brand says.
Miller High Life also is raising a glass to those who make the American “Pursuit” possible by supporting the Iraq and Afghanistan Veterans of America (IAVA). The brand will donate a customized Harley-Davidson bike to IAVA for an auction, with proceeds benefiting the IAVA.