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One Second Was All Miller High Life Needed to Make Its Point During the Big Game

Common Sense Says Length Doesn't Matter

 

Milwaukee, WI (February 01, 2009) Marketwire -- While it took four quarters of gridiron action to learn who the best football team in the nation is, it only took Miller High Life one second to remind viewers around the country that High Life is common sense in a bottle.

In contrast with other companies that spent an estimated $3 million for 30 seconds of airtime, Miller High Life broke from conventional commercial formatting and aired a 1-second spot during the Big Game, which can now be viewed online at www.1SecondAd.com.

"The overwhelmingly positive response we've received leading up to tonight's commercial debut shows that consumers are embracing our message of a quality beer at a tasty price," said High Life Senior Brand Manager Kevin Oglesby. "We didn't need to spend millions of dollars for half-a-minute when our common sense philosophy can be conveyed in just one second."

To build anticipation for the debut of the one-second ad, Miller High Life began airing a 30-second teaser ad on Jan. 20 and launched www.1SecondAd.com. The web site features the Big Game ad, several of the 1-second ads that didn't make the final cut, as well as the 30-second teaser spot. The Big Game ad, featuring the popular High Life deliveryman, aired throughout the majority of the country on local NBC network affiliates.

About MillerCoors

Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Grolsch, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel's craft brewery in Chippewa Falls, Wis., and two microbreweries, the Leinenkugel's 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community involvement. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

Contact:
Tom Ryan
MillerCoors
414.931.3377
Ryan2.Thomas@MillerCoors.com

Jody Breier
Dig Communications
312.577.1757
jbreier@digcommunications.com