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Miller Lite has a new ad agency. This is not a joke.

9/19/2014

 
Or maybe it is. Either way, still-declining Miller Lite just named yet another new ad agency. 
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Desperate to grow, MillerCoors turns to Tinsel Town.
So when will Miller Lite grow?

Over the past several months, the Miller Lite marketing brain trust claimed the brand was already being resuscitated by the clever re-labeling of its cans (and now bottles) to look like they did when Lite first launched. Sales improved a little, then slumped again.

So when will Miller Lite grow?

Now, the top marketing guy at MillerCoors wants folks to believe the brand is in vogue again because he "discovered that when we went back to our roots... (Lite) was embraced by young and old." Embraced? Wow.

So when will Miller Lite grow?

Same marketing guy says Miller Lite has "come back to talking about the beer." Really? Think real hard: Can you name something-- anything-- Miller Lite has said about the beer recently. Don't feel bad, I can't either.

So when will Miller Lite grow?

When MillerCoors relocated its headquarters to Chicago some years back, the company made a big deal about how beer was a middle-America beverage. Now, where's their new agency? Los Angeles. Because according to the marketing guy, L.A. is "the intersection of all great things: creativity, design, technology, entertainment, music...." All great things?!? He sounds a little starstruck. But there's something of a tradition of midwesterners arriving in L.A. with lots of money, and leaving with not very much. Some years back, another beer-marketing biggie fell for the "L.A. hipness" nonsense, and very nearly sank Coors Light with vapid advertising, starlets, and trendy music. 

So when will Miller Lite grow?

The answer to that repetitive question lies not in white cans, Los Angeles, retro-hipness, or even "talking about the beer." The answer lies in saying something about Miller Lite that is factual, and at the same time persuasive to enough beer drinkers to cause them to try the brand, come back to the brand, or choose the brand more often. This is what sound marketing strategy does. 

And it can't be delegated.

It falls to the marketing leader not just to deliver a get-us-a-strategy speech to his minions, but to personally lead the brand and define that strategic answer. Any fool can say "make this brand grow," but a true marketing leader will frame the issue, fully engage in the deliberative process to sort options, and finally, champion a compelling strategy to deliver that increased volume. 

Alas, it's always been so much easier to name a new agency. Again. 

And that really is a joke.

Our apologies for a typo or two that appeared in an earlier version of this article. -HBD

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    The Author

    Dan Fox is a real beer guy.

    For more than half his 30-year career at ad agency, Foote, Cone & Belding, he ran the Coors Brewing account. Leading a group of dozens of advertising professionals, Dan also personally wrote the Pete Coors "Somewhere near Golden, Colorado" commercials, designed the Coors NASCAR graphics, authored sales-convention speeches, and most important of all, formulated marketing strategy for virtually every Coors brand, including Coors Light, Keystone, Killian's Irish Red and more. His proudest achievement? "Our team had every Coors brand growing at once."

    Over his advertising career, Dan was personally involved in the analysis, planning and creation of thousands of ads for a variety of products and services. By way of this blog, he freely shares his expertise about what works, and what doesn't, when it comes to selling beer.

    If you're in the beer-marketing business--or just interested in the subject--you may want to read what "HeyBeerDan" has to say.

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