The launch campaign for MGD64 focused exclusively on the fact that the product has fewer calories than other alcoholic beverages, often using clever visuals to demonstrate comparative serving sizes. It also featured women more often than men.
MillerCoors has announced a complete revamping of the product, including a new name Miller64.
The inclusion of Miller in the name suggests that they are trying to convert users of other Miller brands to Miller64. And since more beer drinkers are male than female, it’s likely that they are also reacting to the success that Dr. Pepper has had with Dr. Pepper 10, a reflection of a new awareness of the fact that men are concerned about calories too.And rather than head to head calorie comparisons – a very rational approach – their new campaign focuses on the product as part of a lifestyle that includes minor health adjustments such as taking the stairs instead of the elevator. The beer is then positioned as a guilt-free treat.
Interesting. What do you think? Will this approach be more successful than the last one?Irwin, T. (2012, March 13) MillerCoors Relaunches Low-Cal Beer. mediapost.com. Retrieved March 14, 2012, from
http://www.mediapost.com/publications/article/169914/millercoors-relaunches-low-cal-beer.html
4 comments:
I read a brief piece about this in BizJournal, and they mention that consumers had been calling it Miller64, while it was still branded as MGD -- perhaps MGD was too hard to say (doesn't quite roll off the tongue -- especially after a few beers).
I tend to think of younger drinkers (21-30) more inclined to go for products with lots of #s and acronyms -- they are more into texting/abbreviating language.
Perhaps the change in branding acknowledged that the desired drinkings for this product were a bit older -- people who felt guilty about how much alcohol they consumed -- but don't want to actually drink less. From my experience light-beer drinkers drink in high volume -- its a drink you drink all afternoon/evening at sporting events what have you where you know the calories are going to add up. Its not something you want to call attention to -- so the more subtle traditional branding is more about blending in vs. making a statement.
Relaunch a brand can sometimes be a disadvantage, but in this case I feel like it could become a success. The name MGD64 sounds like a chemical mix, which I defiantly would never try. But with the new name Miller64 it is much more welcoming, and even a drinks girl like me would consider trying it.
Also, only 64 calories, is it than as strong as a regular beer?
This relaunch would make a good advantage for the female beer drinkers, and if men are thinking about calories, them also. But which man truly counts their calories?
I’m very positive about the name change, just can’t help wondering if real calorie counters would drink beers anyway..
Mathilde Ring
Now a days both women and men are concerned about they're weight; the reasons may vary (health, appearance, self-esteem, etcetera) the goal remains the same.
All the mentioned above makes a low calorie drink a great product, the thing they have to be careful with is how to introduce it to the market. This approach has to be very precise since is for male and females. I think the first approach they used didn't work because men don't diet. This new approach of a healthier way of life might work better for men but I'm not sure it will work for women.
In this situation I think the best thing to do, or what I would do, will be making two versions of the product and separate markets.
For the life of me, I can't understand why they wouldn't name the stuff Miller64 to begin with.
I can see a bigger problem with the sales of this stuff is the fact that it may not be readily available on tap at bars. Bars give specials for on tap beers and if it's not on tap, sales are less, and people are drinking less. It seems like a beer you drink at home, so perhaps instead of making it seem like it's an out and about thing, it should be marketed as a home thing for home parties.
Their current ads also have their market off, as Amy mentioned above. Twenty somethings (who are the demographic seen in the commercials) care about getting drunk in the moment - they will worry about the beer gut later, at the gym, or not at all...
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