MillerCoors

Kevin Oglesby, Brand Mgr.
Kathleen Overholt, Content Dir.
Rene Ramos, Asst. Brand Mgr.

Saatchi & Saatchi *Lead Agency

William Platt-Higgins, Exec. VP-Group Acct. Dir.
Mark Rolland, VP-Mgmt. Dir.
Nick Miaritis, Acct. Exec.
Kristin Volk, Exec. VP-Dir., Strategic Planning
Andy Carrigan, Creative Dir.
Ralph Watson, Creative Dir.
Diane Burton, Exec. Producer

CP+B *Lead Agency

Starcom MediaVest Group

Upshot

Dig Communications

Consumers tastes changed in the last decade. Wanting more variety, they started exploring new styles of beer and beverages. Miller High Life was perceived as an old brand stuck in the past. As a good honest beer at a tasty price, it needed to gain relevancy fast or suffer continued market share decline. Leveraging a strong insight gleaned from advocates, Miller High Life became the voice of common sense in a world gone too far in pursuit of luxury and excess, and beer drinkers everywhere toasted that message.