Miller High Life Goes Big for the ‘Little Guys’

January 25, 2010

CHICAGO, Jan. 25 /PRNewswire/ — Miller High Life, the beer that surprised America last year with its one-second ad, will once again call a time-out for common sense during the Big Game – this year giving air-time to four deserving small businesses from around the country.

The 30-second spot will feature the owners of Del’s Barber Shop in Escondido, Calif., Tim’s Baseball Card Shop in Chicago, Ill., Loretta’s Authentic Pralines in New Orleans, La., Bizarre Guitar & Drum in Phoenix, Ariz. as well as Miller High Life’s very own no-nonsense deliveryman. It will air in major markets during the Big Game on February 7, 2010.

“Miller High Life is all about common sense and nothing makes more sense than giving deserving small businesses the opportunity to be a part of the Big Game,” said Miller High Life Brand Manager Joe Abegg. “These businesses live the High Life everyday by retaining a steadfast commitment to service and authenticity. What better way to show our appreciation for hard-working Americans who share High Life’s values than by providing a primetime stage for a few to tell their story?”

Miller High Life scoured the country to identify potential businesses to be featured in the Big Game commercial. From the many qualified companies that stood out, the folks at Miller High Life had the difficult task of narrowing it down to a few small businesses from around the country.

“We had a lot of fun working with the owners of these companies and we think they represent small businesses across the country very well,” said Abegg. “We hope this experience has been as positive for them as it has for us and that it only serves to help small businesses thrive.”

To build excitement for the commercial, which will air across much of the country through buys with local market CBS affiliates and owned-and-operated stations, a 30-second teaser ad will hit the air beginning this week. Additional content, including outtakes from the Big Game commercial shoot and information on the four businesses featured in the ad as well as others that are living the High Life, will be available online at www.MillerHighLife.com.

The commercial was created by Saatchi & Saatchi, New York.

About Del’s Barber Shop, Escondido, Calif.

Del’s Barber Shop was started by Del Engelbrecht in 1959 and is now run by his son, Dan. These self-proclaimed “Flat-Top” specialists are proud to offer a free haircut to their regular military personnel before and after deployment. Their friendly atmosphere and dedication to the community has kept loyal customers coming back generation after generation.

About Loretta’s Authentic Pralines, New Orleans, La.

Loretta Harrison began making pralines with her mother when she was only eight years old. Decades later, she still uses the same original family recipe that has been handed down through six generations. Loretta started the company in 1989 with only $700 to fund her big dream. Over the years she has grown the business to include two locations and 15 employees.

About Bizarre Guitar & Drum, Phoenix, Ariz.

Bob Turner, owner and founder of Bizarre Guitar & Drum, is an expert when it comes to vintage guitars. He began selling used and vintage guitars out of his Phoenix apartment before officially opening his first store in 1976 with only 16 guitars and 300 square feet. Today, the new location boasts more than 1,500 acoustic and electric guitars, amps and drums.

About Tim’s Baseball Card Shop, Chicago, Ill.

Chicago native Tim Herron opened Tim’s Baseball Card Shop in 2004 in the Lincoln Square neighborhood of Chicago. Tim buys and sells all types of sports memorabilia including baseball cards, basketball cards, football cards and autographs. The store has prices to fit any budget and the expertise to assist both new and veteran collectors.

About MillerCoors

Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company’s premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews premium beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni Nastro Azzurro, Pilsner Urquell, Grolsch and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, WI and two microbreweries, the 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to create America’s best beer company by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

SOURCE MillerCoors

Source: newswire

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