Miller Brewing Co. named Digitas as its primary advertising agency. Digitas in taking over the Miller account at a time when alcohol makers are becoming more aggressive and creative in their marketing efforts. Miller hopes using a digital advertising campaign will help it compete with Anheuser-Busch. Both beer companies recently began leveraging online channels such as YouTube to market their products.
But why is Miller changing its partner now? Jackie Woodward, Miller VP-media and marketing services, said in a statement. "We are stepping up our efforts, and Digitas is the right partner to help us develop breakthrough programs that engage consumers and help further differentiate our brands." Miller spent $4.5 million online during 2005, according to TNS Media Intelligence, and $2.6 million during the first nine months of 2006. A Miller spokesman said the brewer has been increasing its digital spending and expects to continue doing so.
The graph below shows discussion patterns for Miller Lite, Budweiser, and Corona in the Blogosphere. Overall, Miller Lite receives the lowest amount of buzz while Corona has the most consistent buzz pattern. Interesting, consumers' discussion about Budweiser is relatively similar to Miller Lite, except around the Super Bowl. Consumer discussion about Budweiser increased dramatically as people began talking about its Super Bowl ads.
A key measurement of ROI for Miller Lite will be to determine whether or not its partnership with Digitas will lead on increased online buzz and ultimately sales.
Source: Adage.
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