Monday, February 23, 2009
According to Ad Age online, beer sales for Miller High Life in the week following the Super Bowl -- and their wonderful 1-second commercials -- were up 8.6 percent. Compared to last year when they were up 5%. In case you missed them, the spots consisted of actor Windell Middlebrook (their beer-truck guy) shouting "High Life". The YouTube video above is a bunch of other 1-second spots ("that didn't make the cut"). Also check this link.
You ask me, I think it's a great example of using creativity instead of just a big media budget. Note that Miller didn't disappear from the Super Bowl, but just did something smart. According to Miller's promotional site, "Paying $3 million for a 30-second commercial [in a recession] makes as much sense as putting sauerkraut on a donut." Maybe, and maybe not, but I'd give a week's pay to have thought up that "sauerkraut on a donut" line.
I liked the Miller Guy commenting on last year's spots too. See my previous post on that.