Miller Lite is starting 2020 with two new advertising spots focused on reimagining the iconic “It’s Miller Time” for today’s generation of drinkers. The campaign makes a bold statement about consumers’ dependence on social media and aims to inspire them to get back to enjoying beers with friends, or Miller Time, which the brand describes as “The Original Social Media.”
Like the first “It’s Miller Time” spot that began airing in fall, the new Miller Lite ads finish with the tagline: “Here’s to the original social media.” They each began airing nationally for 202o on TV, streaming services and digital media.
The “It’s Miller Time” campaign so far has generated more than 750 million impressions and has helped the brand outperform the premium lights category as a whole. “We’re seeing the positive impact the ‘It’s Miller Time’ campaign is having on sales,” Gilbertson says. “And we’ve got a lot of new ideas coming up in January and beyond.”
Here’s to the original social media. It’s Miller Time.