Miller
PR rejuvenates brand’s connection with Middle America
While most beer brands compete for new legal drinkers, Miller High Life wanted to share a story of tradition, heritage and brand values with its core drinker as part of its 100th birthday. A two-tiered PR program included a national media toast to the “Champagne of Beers” prior to New Year’s Eve and resurrection of Miller’s High Life Cruiser, the brand’s traveling museum which first toured in 1954.
Buzz Monkeys’ media outreach resulted in print and radio mentions promoting the Cruiser comeback and its visits to festivals, classic car shows, and fire stations. Tours by local TV crews who broadcast their visits excited viewers interested in checking out Miller memorabilia. The one-day national toast garnered more than 75 million media impressions, and more than 100,000 fans experienced the High Life when they visited the Cruiser during its six-month cross-country tour.