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


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...

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