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MillerCoors Relaunches Low-Cal Beer

MillerCoors is relaunching its 64-calorie beer — previously called MGD 64 — as Miller64.

The beer’s formula hasn’t been altered, but the packaging and branding have received an overhaul.

The relaunch includes a new bottle and look, as well as an ad campaign that includes TV, radio, digital and out-of-home. MillerCoors is the Chicago-based joint venture between Molson Coors and SABMiller.

The campaign aims to demonstrate how Miller64 complements a balanced lifestyle for consumers who want to make good choices with their daily responsibilities and in their social lives. Miller64 will be available in cans and clear bottles featuring the brand’s bold new logo and its smoky silver and red labels.

“Whether it’s the man who gets a little exercise playing recreational softball or the woman who takes the stairs instead of the elevator, we are confident consumers will appreciate that Miller64 won’t undo all their efforts to maintain a balanced lifestyle,” said Rita Patel, Miller64 marketing manager, in a release.

The 30-second TV spot, called “Living the Dream,” shows both men and women engaged in moderate physical activity, with the payoff being they don’t have to feel guilty about enjoying a beer. The tagline is “Brewed for the better you.”

The spot features an original jingle with an Irish-jig feel. Lyrics include: “We ran a mile before breakfast, sure I had a salad for lunch, but a Miller64 for dinner, oh yes because I have worked off my paunch. ‘Cause we live a life of balance, and no one can say that we’re wrong, so here’s to good Miller who cut out the filler and made a beer worthy of song.”

The campaign includes a new Web site: http://www.Miller64.com and Facebook page: Facebook.com/Miller64Beer.

The brand launched a lemonade version of MGD 64 last summer, but pulled it after only a few months on the shelves.

via MediaPost Publications MillerCoors Relaunches Low-Cal Beer 03/13/2012.


About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.


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