Nine months after winning the account, Ogilvy launched, in partnership with Miller Lite, the “Grab a Miller. It’s Miller time” campaign. The spots were more mainstream than the brand had produced in previous years, featuring men in hungry search for sports and beer, along with plenty of busty women. It was not well received. Consumers and distributors alike said the characters in the spots were too old, and the new campaign did little to differentiate Miller Lite from other beer brands. As part of the Ogilvy Syndicate of private, independent agencies, Oglivy reached out to Hunt Adkins to address a younger audience within Lite’s target segment. They needed advertising that was distinctly branded and ownable.
We used fun and humor to connect with the younger, hipper consumer, making Miller Lite the hero and strengthening its connection to “Miller time.”