|Can The Original Miller Lite Can Make People Care?
By: Len Kornblau
Miller Lite’s new TV ads tout a limited time return to its original can label.
The product is just 40 years old.
It wasn't around before Prohibition.
It’s not an old familiar beer brand like National, Stroh’s, Schmidt’s, Ballantine, or Piels’ that bring back memories.
It’s not Coke or Pepsi.
Where’s the nostalgia?
Why bother with the label when the spots that made the brand famous were the ex-jocks and “Tastes Great, Less Filling?”
Those spots created the category and made the brand successful.
The retro approach should have been to the spots, not the label.
Retro label is a poor excuse for lame creative.
Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.
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