After rejecting Miller Lite's Bud-mocking spots in 2005 over fear of offending the bigger beer sponsor, the Super Bowl ad sales division got smart and locked in exclusivity with the King. Now only Anheuser Busch can show its sweaty bottles during the game. But, that hasn't stopped Miller's pesky harassment of big brother's ponies and puppies on the big day.
This year, Miller showed its contrarian side - buying out all the non-Super Bowl inventory to catch viewers who might be channel surfing during cut #7659 to Payton Manning shaking his head at Eli. Then, layered it on the next day with full-page print ads in major newspapers offering to by Bud a beer for their Super Bowl commercial 'win' (a better beer that is) and with some great online snark, like this YouTube video featuring the Miller High LIfe delivery man commenting on the big game ads:
As Bud's product development, packaging design and advertising continue up-market, appealing to a somewhat more discriminating drinker (uh, beer consumer), Miller Lite heads down-market toward the blue collar beer of choice. And, fiesty really fits for these second place suds. Up with the Miller.
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