MillerCoors takes another shot at Gen Y women, will this approach work?

In March MillerCoors announced that they were rebranding MGD64, their low cal beer for woman.  The renamed product – Miller 64, is now being marketed to both sexes using a lifestyle approach.

http://pjlehrer.blogspot.com/search?updated-max=2012-04-05T09:52:00-04:00&max-results=7

Now comes word that in June they will try a different tactic, this time focusing on flavored products.  Specifically they are introducing Coco Breve, a coconut water-infused clear malt beverage that comes in flavors like Kiwi Lime and Mango Citrus.

There’s no doubt that coconut water is the latest beverage fad.  But perhaps more important is the fact that their research shows that Gen Y ladies seek variety in their beverages unlike previous generations who tended to be more loyal. (Schultz, 2012)

So what do you think?  Does Gen Y crave variety?  Will Coco Breve appeal to them?  Does it appeal to you?  Personally I prefer Guinness. 

Schultz, EJ. (2012, May 21)  MillerCoors Aims For Mercurial Millennials With New Fruity Brands.  adage.com. Retrieved May 23, 2012, from

http://adage.com/article/news/millercoors-aims-millennials-fruity-brands/234865/

Will a change of strategy be a big hit for MGD64? Oops, I mean Miller64.

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.

I guess it didn’t work. 

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