Miller High Life: I Am Rich

This case study describes how Miller High Life, an economy beer brand in the US, established significance with millennials by identifying with their interest in experience over possessions.

Miller High Life: I Am Rich

Campaign details

Agency: Leo BurnettBrand: Miller High LifeAdvertiser: MillerCoors

Summary

The Miller High Life's irony ridden "I am Rich" campaign was an outcome born out of an unacknowledged insight that threw light to the gaping void between the cultural and economic landscape that was shaping Millennial's lives and worldview, and the way most brands – and society – continued to talk to them. While other marketers continued to trumpet the "you can have it all" mantra to this generation, we recognized that their life circumstances had made them re-invent...

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