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NewsvineLIVIN’ THE HIGH LIFE
March 17th, 2008by Holly Rains / BusinessVoice Creative Consultant
After 105 years, Miller Brewing Company is breathing new life into their original bubbly pilsner. The Milwaukee brewer recently launched Miller High Life Extras, a points-based loyalty program that rewards those who are “livin’ the high life.”
It’s simple. Just buy a specially marked 12 or 30-pack of Miller High Life, or Miller High Life Light, if you’re watching your figure. Each bottle or can is worth 10 points, which then can be redeemed with the click of a button at MillerHighLife.com. Proving once again that loyalty and enjoyment go hand-in-hand.
First put on the market in 1903, Miller High Life, also known as “The Champagne of Beers,” is Miller Brewing’s oldest and perhaps most dormant brand in the family. But over the last few years, High Life has more than doubled their advertising budget and enlisted the help of a quirky, down-to-earth delivery truck driver. And it’s produced results: shipments increased to just over 5 million barrels by the end of 2007.
With the huge push behind Miller High Life Extras, one can’t help but remember the enormous (and still ongoing) success of the 1996 launch of PepsiCo’s “Pepsi Points” promotion strategy.
While the Miller Merchandise doesn’t include multimedia prizes like MP3s, the rewards range from High Life screen savers (60 points) to branded fire pits (31,000 points). In between there’s a wardrobe to be earned, like deliveryman shirts and baseball caps. Unlike previous efforts in the beer industry, this promotion is running for a full-year. Maybe even longer.
Miller has done a phenomenal job in utilizing multiple facets of the marketing mix to revitalize an aging brand. The TV spots combined with the new loyalty program are hitting on two important consumer behavior points. Whereas advertising typically provides consumers a reason to buy, sales promotions offer consumers an incentive to buy. And a tangible giveaway, like a Miller High Life-branded fire pit, is a pretty good incentive. Consumers who may not have ever yearned to “live the high life” may want to at least try the brand now. And those who have a fiery brand loyalty to the bargain brew will be compelled to buy more, and buy often.
Miller High Life–aged 105 years and positioned as common sense in a bottle. But will consumers buy into it?