Everything old is new again, or so the song says. That is, in fact the case for fashion, movies, culinary pursuits and more. Trends come back around and vintage can become modern and fresh. Instagram offers vintage filters for photographs, and #TBT is a trending hashtag weekly that encourages people to find old photos and share them with their followers.
Miller Coors has seen this rise in popularity of “vintage” and realized this exact insight may be what saves the struggling Miller Lite brand, as it has been slowly losing its share of consumers. Brands such as Pabst Blue Ribbon has captured the millennial generation with it’s crafty, niche market appeal and pop culture references while maintaining it’s “back to basics” beer approach and virtually no advertising campaigns. Miller Coors wants that audience and thinks that it has found a way to poach part of that binge drinking audience. In late 2013, Miller Coors decided to bring back the vintage can, look and feel of Miller High Life in an attempt to win back the .04% market share that was lost between 2012 and 2013. This was a test run, and in first quarter, Miller managed to win back that .04% and take it from the most popular brew, Bud Light. Because of this insight, Miller Coors has now decided to expand upon the vintage and authentic look. Along with a coalition of WPP agencies including Saatchi & Saatchi, Miller has created a series of ads that use authenticity and humor to reinforce Miller Lites history as the original light beer that will continue through 2014. This resurgence of the past resonates with older drinkers because it derives an emotional feeling of being young, and it interests the millennials because of a connection to authenticity. If Miller High Life has its way and this multifaceted advertising program succeeds, San Francisco will see scores of Miller High Life cans strewn around Dolores Park instead of Pabst Blue Ribbon.Read More