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
