Miller Lite debuts in Canada with multiplatform campaign

Canadian beer drinkers have a new light beer to choose from this summer.

SABMiller introduced its popular American brand Miller Lite at the beginning of April; it’s available across Canada with the exception of Quebec. On May 11, the first phase of an ongoing marketing campaign launched with a TV and digital spot called ‘One Way to Find Out.’

The ad, which SABMiller marketing director Keith Fawcett said was filmed in Vancouver, depicts young people drinking Miller Lite on a patio in the summer.

“There’s five million light beer drinkers in Canada, either regular or occasional. And up until now their choice has been very limited,” said Fawcett.

SABMiller worked with its creative agency, Vancouver-based me&lewis, to produce the spot. “They’ve been with us for brands like Miller Genuine Draft (MGD) and Pilsner for many years. They do the strategic work for MGD globally,” Fawcett said.

The three main goals of the ad are to drive awareness of the brand in Canada, to change the conversation around light beer, and to get Canadians to try Miller Lite.

“The brief was about talking to the taste and quality of the brand. We believe that’s a conversation that doesn’t happen very often in light beer. But [me&lewis] came up with the creative expression of that, which is ‘there’s only one way to find out,’ and that’s to try it,” said Fawcett.

Another focus was on authenticity, he said. “[Miller Lite] created the light beer category. We have an authentic original recipe, we’re purpose brewed. From the get go, Miller Lite has always intended to be a light beer. It’s brewed in a very difficult craft driven process.”

The ad launched Monday for a reason, Fawcett said. “The May 2-4 long weekend is oftentimes considered the unofficial start of beer season in Canada, and we purposely planned it to start May 11, which leads into the long weekend.”

In addition to the TV and digital spot, SABMiller launched a nation-wide experiential marketing campaign with agency GMR Marketing.

“Because we’re talking about taste and it’s not something a lot of other light beers talk about, we think it’s important to present people with an opportunity to try it,” Fawcett said. “Whether that’s a retail sampling at the LCBO or at a softball game in Alberta, we’ve got our sampling tentacles wide and far in Canada this year.”

Toronto agency PHD Media was responsible for media planning and buying. “It’s a heavy plan with instructions to reach as many light beer drinkers as possible. So TV and out of home are really core to that, and social media is a way to continue the conversation throughout the year.”

SABMiller learned one important lesson after the launch of One Way to Find Out. The YouTube pre-roll package Fawcett and his team purchased made it impossible for users to skip the ad, which generated some negativity.

“It wasn’t our intention to annoy people. And we’re taking it very seriously and we consider it a lesson learned for us,” he said.

The second wave of advertising will launch later in June.  Like the first ad, each spot will be unique to Canada.

Ruckus Digital is handling the social media aspect of the campaign, and Apex Public Relations is handling PR and communications.