It only takes a second to boost beer sales.

As Super Bowl advertisers worked frantically to come up with a blockbuster idea for the big game, Miller High Life was busy working on a small idea – a series of 1-second commercials – one of which would air during the big game. The 1-second spots created by Saatchi & Saatchi turned out to be a huge idea. Sales of High Life shot up 8.6% in the weeks following the Super Bowl.

“One of the big things for us [in making the ads] was that we thought we could sell more beer,” said High Life Brand Manager Kevin Oglesby. “We definitely sold more beer.”

High Life sales were in a four year slump prior to this delivery man campaign.

In a sour economy, High Life proved thinking small can lead to a big idea.


~ by hookusa on February 24, 2009.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: