Miller Brewing Company: Miller High Life Man campaign

Robert Schnakenberg

In 1998, Miller Brewing wanted to revive interest in its flagging High Life brand. Once, its flagship brew, Miller High Life now lagged third behind Miller Lite and Miller Genuine Draft.

Beer & cider
United States
Strategy

Miller Brewing Company: Miller High Life Man campaign

Robert Schnakenberg

OVERVIEW

NOTE: Also see essay for SABMiller.

The Miller Brewing Company, a subsidiary of cigarette maker Philip Morris, was the second largest beer maker in the United States behind...

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