If you've got the time, Miller High Life -- once again -- has the beer. The classic slogan, which hasn't been used since the late 1970s, is coming to life again as part of a TV campaign aimed at reclaiming the economy brew's status as a quality beer for common folks.
Two 15-second ads debuting on Tuesday use the original version of the slogan that debuted in 1971. The vintage-looking spots are by Philadelphia-based Quaker City Mercantile, which took over High Life creative from Leo Burnett earlier this year.
"High Life offers quality for the everyman in a way that is unfortunately rare in today's world," MillerCoors Chief Marketing Officer David Kroll stated in a memo to distributors sent on Monday previewing the ads. "However, it has not always been depicted or perceived this way. The goal of our campaign is to re-introduce High Life with the pride and self-respect it merits. In essence, we're re-booting the story of the brand."
from Advertising Age - Ad Age Homepage http://ift.tt/2fWkwPq
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