Insights
Is it the agency- or the client causing the problem with Miller Beer?
First a disclaimer: The Next Wave will not work on alcohol, tobacco or paid political client. Alcohol can sell itself without our help.
Brands have life cycles- some can just keep growing with proper care and feeding, like Nike, or have ups and downs like Apple, but in general, brands do better when they don’t try to morph constantly. It’s called a consistent brand voice- and it’s an ad agencies job to help a client focus that voice and keep it above the noise of the crowd.
Wieden & Kennedy has been a star at this with Nike, and has more than it’s share of awards to back up it’s work. So what happened with Miller? After ten years of focusing that voice with the “High Life Man”- someone decided that the brand needed a sex change operation- and to toss the man- for the “girl in the moon”- which of course- lost the guys- and didn’t win over the girls. So, because the client made a bad decision, the agency has paid the price- much like VW blaming the agency for sagging sales- when the problems were tied to stale cars with low quality builds.
Once again- the winner is the agency of the millenium- Crispin Porter & Bogusky, who had revived interest in Miller Lite after Miller had left the “less filling- tastes great” campaign by the wayside.
Advertising Age - Miller Parts With Wieden
Miller Parts With Wieden
Ends Decade-Long Relationship That Created ‘High Life Man’By Jeremy MullmanPublished: September 22, 2006
CHICAGO (AdAge.com) — Miller Brewing Co. is splitting with Wieden & Kennedy, ending a decade-long relationship that created one of beer advertising’s enduring characters.
Ads replacing the ‘High Life Man’ with the ‘Girl in the Moon’ couldn’t help turn the brand’s sales around.
Ads replacing the ‘High Life Man’ with the ‘Girl in the Moon’ couldn’t help turn the brand’s sales around.Girl in the Moon
The independent agency had most recently been agency of record for Miller High Life, creating the deep-voiced High Life Man who helped boost the brand’s slumping sales from 1998 through 2003, but then saw results trail off. Late last year, Miller asked Wieden to give the beer a more feminine positioning in line with its long-held “Champagne of Beers” boast, but ads tied to the “Girl in the Moon” didn’t help sales and were quickly canned. The brand has been off of TV for months.A Miller spokesman said the company had been pleased with Wieden’s work and wished it luck going forward. Work on Miller High Life will go to Crispin Porter & Bogusky, Miami, which is currently Miller Lite’s agency of record.
I’m not a drinker, so I can’t comment on the taste or quality proposition that Miller High Life offers, but I can suggest that beer advertising is a lifestyle brand- one that should reinforce the drinkers identity and image. There are psychographics to beer drinkers- where you can classify consumers by their brand choices: Import drinkers, Malt liquor drinkers, domestic drinkers, draft vs. bottle etc. For any beer brand to be successful, the advertising and brand voice has to speak clearly to one segment of the market and stay true to that voice. There is no switching teams, there is no one beer for everyone- and if that is your goal, your name is probably Budweiser.
To all the people at Wieden who probably knew that the “girl in the moon” was a mistake- cheers! May you get to work on a beer client who believes in their strategy enough to stick to it.
Branding: why lawyers should be there at the beginning
Big or small, before you name your new company, product or rock band, it’s well worth checking with a lawyer first. We’ve created a few brand names for clients- like “Kata” for a kaizen consultant, “Fearless Readers” for a comic shop, “Geotropix” for a GPS guided mapping systems integrator, “Technoconnecto” for a technology installation company and others.
Google is a great place to start checking a tradename- as is DNSStuff.com because most active brands will own their URL- or be published on the web. We use Google as a first step- because we also want to see what usage might be floating around the Internet- and, it also helps identify foreign language issues- which can always be interesting (the Chevy “Nova” meaning “No Go” in Spanish is the famous one).
The next step is to check with US Patent and Trademark Office.
So- you really have to wonder when someone who is considered a “marketing superstar” (Mark Burnett) makes a dumb mistake- like naming a new rock supergroup- after an existing rock group- even having an “identical mark.”
While we are on the subject of “marketing genius”- it’s also clear that Mark Burnett productions has zero understanding of web accessibility and search engine optimization- as this blog’s previous mention of the show ended up with a first page position on Google with a single post and properly tagged picture.
Read the entire MTV article by following this link: the excerpt that follows is the language you don’t want to hear about your new brand name.
MTV News - Judge Sides With Original Supernova In ‘Rock Star’ Suit
The suit insisted that the “Rock Star” producers willfully ignored the fact that the Supernova moniker was unavailable and that “individuals within defendants’ own organizations informed defendants of plaintiff’s rights in the Supernova mark.” Using the Supernova name would cut into the original band’s future earnings, as it would interfere “with plaintiff’s business relationships” or cause the band to lose merchandising deals and potential offers to perform, according to the suit. The filing also suggested that some fans of the band might be confused and therefore duped into buying the new Supernova’s merchandise and music.In his ruling, Houston acknowledged that “the marks are identical, the parties operate in very similar or identical markets, the Supernova is distinctive and therefore strong, and there is evidence of actual confusion in the market.” Houston further noted that “irreparable harm [to the original Supernova] is presumed” and added that “defendants access to [a] large amount of monetary and promotional resources will effectively diminish, if not eliminate, [the original Supernova’s] commercial presence in the marketplace.”
When you hire a hot shop- what are you really getting?
The advertising business isn’t much different than any other big business these days- why invest when you can outsource?
Big shops, small shops, everyone is doing it, but the question is what are you really getting? And how much are you paying for that name on the door? Are you buying a Jaguar or a Ford with a Jaguar name plate but still the Jag price?
It seems that everybodies favorite agency, Crispin Porter + Bogusky does quite a bit of outsourcing, but if you read the rest of the following post, it doesn’t sound like they are building good business relationships with their subcontractors:
Adrants » Reader Wonders Why Crispin Stingy On Sharing Glory
“I just think it’s interesting that CP B has so much trouble giving credit to those with whom they collaborate on their campaigns. I was just reading some coverage of the iMedia Connection Brand Summit and found the following sentence a little disturbing, ‘CPB also created a GTI Configurator that let online visitors customize their GTIs with all the available features, after which they could take a virtual joyride with the beautiful German Engineer, Helga.’ I’m pretty sure IQ Interactive actually created the Configurator.”
Ski Bum opens new non-ad agency: note PR is important
In the art of the sound byte- anyone can be made to look like an idiot- I’ve had it happen to me, which is why we consider PR an integral part of the complete approach to marketing, advertising and especially on the Internet.
Before today- Bruce Bildsten was just a copy god in my book. He was one of the stars that came up with the great ideas for BMW Films (note- idiots at BMW took it down) while at Fallon. Fallon has always been one of my favorite big agencies that still acts like they are small.
Then Bildsten went out on his own- and sent some PR out claiming to be launching the next big thing in the advertising world- but, don’t call it an ad agency. It appeared on Ernie Schenck’s blog- which I enjoy greatly. Unfortunately, while Bruce may believe he’s the bomb, and his new agency, Brew, a Creative Collaborative, will be the shizzel, he forgot to make himself accessible.
You can read more on Ernies Blog on this link.
You can see my comments there- and read the previous post on this site here:
http://thenextwave.biz/tnw/?p=246
But- you can also Google Bruce and find this article he wrote for Fast Company- where, in his first line- he makes a PR faux pas- claiming to be a ski bum.
Which brings me to the point I want to make: What you say in print- is now forever findable in search. Does Bruce, newly minted “non-agency” owner, really want to be a ski bum now- or admit that he is in business?
And although it’s not entirely applicable, this post about conducting interviews via e-mail, and posting them on your site- with your spin, before someone else allows them to be pureed at will, might start to make more sense.
Needless to say- I wish Bruce all the luck in his new business, however, If I’m a mega-brand looking for you- I’d rather find your site at the top of Google, than something you wrote years ago where you don’t admit to being in business.
Maybe it’s time to give up skiing and start managing your brand. We’d be glad to help.
Bruce Bildsten: A Creative Approach to Communication Clutter
Bruce Bildsten works as a creative director for Fallon. Because of his work on BMW Films, Bildsten was named to Adweek’s All-Star Creative Team.
I kind of joke that I never read business magazines. I don’t like to admit that I’m in business. I like to pretend that I’m still a ski bum.
The Next Wave is in business- for business, as an ad agency. We eat, sleep and breathe advertising. We will make you a lot more money than you pay us. That’s our promise. Our corporate mission statement isn’t about being new, bigger, better, hipper, cooler-
it’s this: Create lust, evoke trust.
We hope by reading about us, our work and our ideas, you get it.
Feel free to inquire about changing the world.