This past November, I gave thanks for humor in marketing, one example of which was the Miller High Life "Man Laws" campaign (created by Crispin, Porter & Bogusky, Miami). I am now sorry to report that the effort, though apparently popular and engaging for customers, did not result in the increased sales the brand had hoped. It's been pulled (for now)....
The sales may not add up, but the Man Law Violations site has been active. My favorite "violation" is this one (above), which has an appropriate photo alongside it: "Technology that makes you look like a mumbling crazy person is not cool." (here, here)
Instead, as Jeremy Mullman wrote in an Advertising Age article), the replacement campaign will not include Burt Reynolds and will return to the traditional:
"The new ads, expected to air until new work from Crispin replaces them in April, are a return to the more comparative style of advertising Miller employed during its 2003-2004 renaissance, when it gained market share from No. 1 brewer Anheuser-Busch by declaring superiority in taste, carbohydrate count and other areas."
Then I read today in a Wall Street Journal piece by Suzanne Vranica that Anheuser-Busch is doing the opposite -- returning to humorous ads. Hmmm.
I'm wondering what might have happened if Miller had allowed a bit more time... for the campaign to build AND for gathering more great stories and pictures from Miller High Life drinkers. There seems to be a lot of consumer-generated content potential therein.
Take the first step (it's free).
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