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(Courtesy Miller High Life)
Miller High Life’s slogan,‘the Champagne of Beers’ is one of the most recognizable marketing phrases in the world. Our dad’s grew up with it and so did we.
So it’s no surprise that the now Molson Coors owned brand is returning to its legendary motto in a new video that taps into the concept that champagne is often used to christen aircraft carriers, steamers, yachts and other grand vessels.
So why not a grill?
“The campaign is inspired by a Champagne tradition, but we’re applying it to how consumers enjoy High Life and the role of High Life in their lives, celebrating those everyday achievements with The Champagne of Beers,” Lucy Bloxam, marketing manager for Miller High Life told Beer & Beyond.
The 15-second ad features a woman putting the finishing touches on a grill she’s assembled, then clinking bottles of High Life with her partner. “Every grill deserves a christening,” a voiceover states. “Do it right with The Champagne of Beers.
The new ad is inspired by the series of spots created by famed film director Errol Morris, who made dozens of spots for Miller High Life between 1998 and 2005 (and again in 2020) celebrating “The High Life Man.”
The new spot – “Grill Dedication” – tips its hat to Morris’ style, but with a twist, Bloxam says. Instead of an anonymous Miller High Life drinker, we see the main character’s face. And unlike the everyman favored in Morris’ work, the lead is a woman.
“It’s a little different, a little brighter, but it’s inspired by a piece of the brand’s history,” Bloxam added.
While the new campaign is aimed at the brand’s core audience, Miller High Life has been busy courting new drinkers with other outreach. Last year, it established The Champagne of Beers region at Molson Coors’ Milwaukee brewery, and it released a wildly popular gingerbread dive bar kit during the holidays.
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