Beer Industry
Miller Lite sought out Dennis Publishing’s consumer expertise to develop this offbeat idea similar in content to the edgy type of editorial content that 21- to 27-year-old males seek in edgy publications such as Maxim and Blender. Reversing the traditional advertising model, executives first approached Dennis Publishing to solicit their creativity, giving them complete freedom to translate the Miller Lite message into a fresh and authentic creative execution that would reach out and grab the attention of legal-drinking-age consumers. “As audiences become more fragmented, it has become increasingly difficult to not only reach, but impact our core adult beer drinker on a mass basis,” said Steve Buerger, Miller’s group director of marketing services. “Capitalizing on a concept initiated by Starcom Worldwide and an innovative deal that the media company brokered with Dennis Publishing, we have developed a breakthrough idea to passionately reach multicultural beer drinkers, create differentiation and disruption in the marketplace, while still being connected to Miller Lite’s unique position.” Integrating ahead-of-time insights into readers’ interests, the marketing teams put a fresh spin on the current fixation of reality TV with clever yet subtle Miller Lite branding and editorial cues to increase visibility and curiosity throughout the advertorial. "This is one of the largest consolidated deals we have done with a single advertiser,” said Lance Ford, executive vice president, publishing for Dennis Publishing. “It certainly is the most integrated initiative including the whole Dennis group of core male titles - Maxim, Stuff, Blender, Maxim En Español and all online components.” This innovative execution capitalizes on the inherent strengths of the print medium, in a disruptive yet non-intrusive format. Customized to appear in both English and Spanish-language, four friends tell their story of a wild trip to NYC. The ads leverage the idea of sharing stories over a great tasting Miller Lite, which is synergistic with the brand’s current TV campaign from Ogilvy & Mather. There is even a surprise guest appearance by the now famous Miller Lite “Catfight Women” to mix things up. Ogilvy & Mather provided consultation on the creative process. "The insert is particularly unique, as the Dennis tone of fun and irreverence is present and accounted for in the storyline of these four guys engaging in a wild and unpredictable weekend in New York,” said Ford. “This was achieved with the rare involvement of Dennis' top creative director from start to finish.” Through customized digital, radio and promotional extensions, readers can enter the contest by visiting each publication’s website. Digital additions will encourage readers to share, discuss and chat about their personal “Miller Time” stories with other consumers focusing on girls, gadgets and music. "This is perfect fusion of message and medium because print and online are the most selective media contacts for men ages 21-27,” said Chris Boothe, senior vice president, Starcom Worldwide. “Our teams have developed a unique idea to deliver a solid, 360-degree multicultural communication plan that brings Miller Lite to life by breaking through the clutter of conventional beer programs and consumer expectations. We’re talking to the same people, and Dennis Publishing is the leader in reaching males in print, so it made sense.” For more information about the “Bite the Big Apple” initiative, please visit any of the following sites: http://maximonline.com http://www.stuffmagazine.com http://blender.com About Miller Brewing Company Milwaukee-based Miller Brewing Company is a wholly owned subsidiary of SABMiller plc. Principal beer brands include Miller Lite, Miller Genuine Draft and Miller High Life. The company imports Pilsner Urquell and Foster’s; produces SKYY Blue, Sauza Diablo, Stolichnaya Citrona and Jack Daniel’s Original Hard Cola flavored malt beverages; and has primary products ICEHOUSE and Red Dog from the Plank Road Brewery, a small division of Miller. Specialty regional brands include Leinenkugel’s and Henry Weinhard’s. The company brews Sharp’s, a non-alcohol brew, and has malt liquor brands including Olde English 800 and Mickey’s Malt Liquor. More information is available at www.MillerBrewing.com and www.MillerTime.com. About Dennis Publishing, Inc. Dennis Publishing, Inc. is a media company that publishes the two most successful modern men's lifestyle magazines in America, Maxim (2.5 million rate base) and Stuff (1.2 million rate base) along with general interest music magazine Blender (Advertising Age's Launch of the Year), Maxim Goes To The Movies and The Week, a compilation of the week's most important domestic and international news. Maxim, Stuff, Blender and The Week are registered trademarks of Felix Dennis. About Starcom Worldwide Starcom is a division of Starcom MediaVest Group (SMG) www.smvgroup.com, a subsidiary of Paris-based Publicis Groupe. SMG ranks among the world's largest brand communications groups. With a global staff of more than 3,800 contact architects, SMG's network of 110 offices in 76 countries fuels brand-building results for many of the world's leading companies.
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