Miller's Girl in the Moon ad.

Advertising deconstructed.
Oct. 10 2005 12:01 PM

Aiming High

A beer ad without any stupid jokes? Is Miller nuts?

(Continued from Page 1)

I also think it's smart to reintroduce The Girl herself—a forgotten, century-old brand icon. Apparently, she's been on the bottles almost all this time. Who knew? We've seen Burger King dust off the King character from its vaults (with a campy flourish), but this is an entirely different sort of spokesperson. The Girl in the Moon has an old-timey, innocent appeal, and she suggests a brand with a noble past. A brand that's been there for the times that nurture the scenes that fill up the scrapbook that savors the moments that make up our lives.

Grade: B+. High Life was repositioned in the early '90s as a "near-premium" (or "popularly priced") beer. This meant that it was priced a few bucks cheaper than "premium" brands like Budweiser and Miller Genuine Draft. (Its competitors became working-class beers like Busch and Milwaukee's Best—beers that sell far better in supermarkets and liquor stores than in bars.) The "endgame" with this new campaign, according to an industry expert I spoke with, is almost certainly to start charging more per case again for Miller High Life (or "increase the pricing power," as they say). After the marketing department gussies up High Life's image, the price point will follow.

Advertisement

Correction, Oct. 12, 2005: In the original version of this piece, Miller Lite was misspelled. Click here to return to the corrected sentence.

TODAY IN SLATE

History

The Self-Made Man

The story of America’s most pliable, pernicious, irrepressible myth.

Rehtaeh Parsons Was the Most Famous Victim in Canada. Now, Journalists Can’t Even Say Her Name.

Mitt Romney May Be Weighing a 2016 Run. That Would Be a Big Mistake.

Amazing Photos From Hong Kong’s Umbrella Revolution

Transparent Is the Fall’s Only Great New Show

The XX Factor

Rehtaeh Parsons Was the Most Famous Victim in Canada

Now, journalists can't even say her name.

Doublex

Lena Dunham, the Book

More shtick than honesty in Not That Kind of Girl.

What a Juicy New Book About Diane Sawyer and Katie Couric Fails to Tell Us About the TV News Business

Does Your Child Have Sluggish Cognitive Tempo? Or Is That Just a Disorder Made Up to Scare You?

  News & Politics
Damned Spot
Sept. 30 2014 9:00 AM Now Stare. Don’t Stop. The perfect political wife’s loving gaze in campaign ads.
  Business
Moneybox
Sept. 29 2014 7:01 PM We May Never Know If Larry Ellison Flew a Fighter Jet Under the Golden Gate Bridge
  Life
Atlas Obscura
Sept. 30 2014 10:10 AM A Lovable Murderer and Heroic Villain: The Story of Australia's Most Iconic Outlaw
  Double X
Doublex
Sept. 29 2014 11:43 PM Lena Dunham, the Book More shtick than honesty in Not That Kind of Girl.
  Slate Plus
Slate Fare
Sept. 29 2014 8:45 AM Slate Isn’t Too Liberal. But… What readers said about the magazine’s bias and balance.
  Arts
Brow Beat
Sept. 29 2014 9:06 PM Paul Thomas Anderson’s Inherent Vice Looks Like a Comic Masterpiece
  Technology
Future Tense
Sept. 30 2014 7:36 AM Almost Humane What sci-fi can teach us about our treatment of prisoners of war.
  Health & Science
Bad Astronomy
Sept. 30 2014 7:30 AM What Lurks Beneath The Methane Lakes of Titan?
  Sports
Sports Nut
Sept. 28 2014 8:30 PM NFL Players Die Young. Or Maybe They Live Long Lives. Why it’s so hard to pin down the effects of football on players’ lives.