Man Law Lite

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Your classmate Aneil reminded me of this 2007 Miller Lite campaign, featuring the “men of the square table,” all celebrities famous for their uber-masculinity, debating and codifying the unwritten rules of being a real man. Can your wife store anything but Miller Lite in the garage fridge? Is the “high-five” dead? Is it unhygienic for your buddy to stick his finger in your beer bottle to carry it back from the bar? Critical questions, all.

What do you think: does the campaign convince you that “real men drink Lite”?

http://www.youtube.com/watch?v=8RLCD-PpWqU&feature=youtu.be

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One thought on “Man Law Lite

  1. Lilliane dos Santos

    The commercial did not convince me that “real men drink Lite” because there is no set of traits that define a “real” man and it is open to interpretation. The way I see the Miller Lite brand is that it is targeted towards men who are healthy conscious and want to enjoy a beer with great taste and less calories. I would not categorize men who want a low calorie beer as “real” men but simply as “health conscious and athletic” men. The commercial therefore puts limitation on the brand’s meaning and does not make a connection with its desired target market. Also, trying to get men to drink the brand so that they feel like a “real” man does not effectively differentiate itself since men drinking other brands of beer are not going to think of themselves as any less of a man for not drinking Miller Lite since beer is already associated with being popular among men.

    Reply

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