So there’s an article in last week’s Ad Age comparing the branding ideas of Coors Light (Cold refreshment) to Miller Light (Great taste). Great Taste, as you know, is half of the long time promise, “taste’s great, less filling.” For a while now I’ve been calling on the advertisers in this category to highlight and dimensionalize product quality and “hammer it home.” Coors Light has, Miller Lite hasn’t.
That said, I’ve smirked at the cold train and the frosty positioning of Coors Light. Serve it cold? What kind of a differentiator is that? What I didn’t know was that cold was actually tied to something called cold filtration — a fact lost amongst all the frozen tundra and trains. For all their faults though, the DraftFCB ads delivered 3 consecutive years of share growth.
Miller Lite, on the other hand, did nothing to promote any memorable product taste advantage. Until today! Someone smart over at Miller Lite (and, hopefully, BBH) has identified “triple hopping” as evidence of MillerLite’s great taste. Applause, applause. No really. Applause, applause. If you’ve ever held hops in you hand you’ll know what I mean.
But if some doofus creates launch ads featuring a track and field athlete I may just take a sharp object to myself. Like a cork screw.