7 Secrets of Persuasion by James C. Crimmins

Author:James C. Crimmins
Language: eng
Format: epub
Publisher: Career Press
Published: 2016-03-18T16:00:00+00:00

Miller High Life vs. Budweiser

Associational battles for desirable rewards are common in marketing. Miller High Life began the marvelous “Miller Time” campaign in the 1970s. Each commercial showed rugged men getting off of work and heading for the bar. The commercials sang, “When it’s time to relax, one beer stands clear, Miller beer.” Miller High Life happened to be one of the few beers in a clear bottle. The “Miller Time” phrase is still understood today. The action recommended was asking for a Miller High Life. The reward was feeling the manly satisfaction of a job well done. It didn’t matter if you had a white-collar job, or if you had just finished mowing the lawn, or hadn’t really done anything lately. Surely you did something worthwhile in the past and could feel the satisfaction of a job well done. The campaign gave the brand a growth spurt for years.

Budweiser felt threatened. But rather than attempt to build an association between Budweiser and a different reward, Budweiser decided to build an even stronger association with the same reward. Budweiser decided to take the Miller High Life reward and claim it for its own. Budweiser responded with a salute to the workingman, “For all you do, this Bud’s for you.” Heavy spending behind consistent, highly visible, well executed commercials succeeded in building even stronger association between Budweiser and the manly satisfaction of a job well done. Miller High Life abandoned the “Miller Time” campaign and fell into decline.10

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