Miller Chill Moves to Saatchi
On February 29, 2008 Miller decided to move its creative duties to Saatchi & Saatchi for their product Miller Chill. Young & Rubicam was their previous company that was reliable for Miller Chill's creative advertisements. This is not surprising because Saatchi & Saatchi currently handles Miller High Life. Saatchi & Saatchi described their future plans very generally on their new product they just took under their wing. One of Miller Chill's representatives explain for their creative advertising strategy that the company upholds is, "always seeking to develop creative concepts to see what resonates with consumers doesn't necessarily mean that a particular creative concept will be used. It's just helping us gather information."
In my opinion giving a product of your brand to a different company for advertising can be risky, if the company has had lots of success with previous advertising with Young & Rubicam, why would they want to give the product to Saatchi & Saatchi for new creative duties? On the contrary, it could also be very smart. Young & Rubicam was the company they used for when Miller Chill was being introduced, so they did a good job of the introduction and getting the product out there, but maybe Miller wants to have a different appeal now that they have been successful and the product is being consumed. Either way this is risky, only reason for my reasoning is that although Miller, Miller Genuine Draft, Miller Lite, etc. have been a trusted beer for many consumers, Miller Chill is somewhat new in comparison to those mentioned, and any wrong move could bring Miller Chill into a halt for consumers to continue purchasing.
http://www.adweek.com/aw/content_display/news/account-activity/e3i4f5a5225e24b60e0145e1b35a51395a2
posted by Kiri Luszczak @ 7:56 PM
1 Comments
1 Comments:
I don’t know Miller’s history with ad agencies but I do remember Dr Dardis talking about how at one point they attempted to market Miller High Life to a different more upscale target, leaving its roots or the middle class drinker, and the brand plummeted. I wouldn’t be surprised if that failure was on their minds when they decided to use a different agency. Miller Chill has to have a different market then the rest of the miller brands and therefore I can see them not wanting it be looked at by the same people who do the rest of their brands. It’s a new product and I think getting a new approach will be a good thing.
Post a Comment
Subscribe to Post Comments [Atom]
<< Home