SAATCHI & SAATCHI
Asst. Brand Mgr.
Exec. VP-Group Acct. Dir.
Exec. VP-Dir., Strategic Planning
Exec. Creative Dir.
Sr. VP-Creative Dir.
Assoc. Creative Dir.
CRISPIN PORTER + BOGUSKY
STARCOM MEDIAVEST GROUP
TAKE BACK THE HIGH LIFE
Consumers tastes changed in the last decade. Wanting more
variety, they started exploring new styles of beer and beverages.
Miller High Life was perceived as an old brand stuck in the past.
As a good honest beer at a tasty price, it needed to gain
relevancy fast or suffer continued market share decline.
Leveraging a strong insight gleaned from advocates, Miller High
Life became the voice of common sense in a world gone too far
in pursuit of luxury and excess, and beer drinkers everywhere
toasted that message.
Launching McDonald’s premium coffee in Seattle, Starbucks’
hometown, where The Buck outflanks McDonald’s 4-to- 1 in retail
locations and there’s an indie café on every corner, was no easy
task. The strategy: Tap into unpretentiousness, a core value of
Washingtonians, to create a backlash against coffee elitism.
The campaign included a 12-foot-tall coffee confessional housing
“our Dr. Phil” of the espresso world conducting anonymous
“Unsnobby” interventions, which got Seattle buying McCafé,
overdelivering trial goal by 173%.