Miller lite MANUP 2010 ad campaign

The Miller Lite MANUP 2010/2011 is a television ad campaign. The commercial takes place at a beach bar in an unknown tropical location. A man approaches a bar and has a conversation with the female bar tender regarding his choice of beer and clothing. The commercials in this campaign tend to run around 30 seconds long.

Hidden-fear appeal is clearly the persuasive technique that is being implemented by Miller Lite in this ad campaign, but there is also a hint of snob appeal mixed in. The ad uses association principle by connecting the drinking of Miller Lite with being a real American man. By using video as a medium the message is clearly conveyed to its audience, and it is able to reach a large number of people.

There are several messages being expressed in this advertisement. Perhaps the most evident of all is the message that real American men drink Miller Lite. The ad also touches on the subject of American men being superior to European men. Companies have used the "manly man" approach to selling products for decades, and there is nothing new in the Miller Lite ads. Men between the ages of mid 20's to 30's are clearly the target audience. Makers of this commercial attempt to stereotype women as giving a crap about what kind of beer a man drinks. In addition Europeans are clearly linked to being feminine and embarrassingly stupid. European men would find this add extremely offensive in the way they are portrayed as such idiots.

After watching this commercial and the commercial add campaign that Miller lite is trying to convince viewers that "real American men" drink Miller lite, in no way are we convinced! In fact we found the commercials to be stereotypical, narrow-minded, and ineffective. You have to wonder why they would have such a small target audience. First they go for men, then in each commercial of this campaign they seclude a different type of man as not being "manly" enough to drink Miller lite. For example in one ad a man in skinny jeans is degraded be the female bartender for wearing the skinnies, a popular fashion fad in our country at this very moment. How is that effective marketing to degrade certain types of men, and also to only be marketing to men? By alienating so many individuals in their ads, we believe that Miller lite is doing more harm than good in the marketing of this beer. It would be so much smarter for them to market to all men, not just the ones that believe their stereotypes are true. Reaching a wider variety of men would seem to be in their best interest.
First off, Miller lite is just like any other lite beer and has very little taste. If you really care about taste, your going to get some sort of darker beer. After watching these stupid ads we are more than ever motivated NOT to drink Miller lite. Their campaign sucks and we would encourage people to not support these tasteless ads, or their tasteless beer!

For more from the MANUP ad campaign check out these links!

Momma's Boy

Skinny Jeans

Carry-all