In 2015, when MolsenCors brought us onboard as lead creative agency for Miller High Life, as history buffs and beer lovers, we felt privileged to work on a classic– an exemplar of the kind of refreshing light lagers that Americans were seeking at the end of the century. Yet recent campaigns had turned Miller High Life into a joke punchline and hipster accouterments. We felt the brand deserved to be treated with pride and respect. The way we saw it, High Life was one of a rare breed of definitive brands akin to Tabasco, Chevy, and Levi’s. A true classic. After reworking the strategic foundations of the brand, we re-designed all the packaging, treating High Life with the meticulous attention-to-detail usually reserved for premium brands.
Next, we went on surprisingly difficult search for one of the brand’s great gifts to popular culture — the “if you’ve got the time” jingle. Original recordings were scarce, but we finally found an intact version of the song (written by advertising legend, Bill Backer), which we brought back, starting with a series of elegantly simple TV commercials showcasing the new bottle design. We also created murals and billboards and began a redesign of the brand’s wearables and loyalty program. We also took over stewardship of the brand’s social media channels, combining photos from actual High Life fans with images and stories from the brand’s archives. We are also in the process of developing a new suite of programming and content. We’re proud to champion a beer that has kept its promise since it began in 1903.
