1. Men Should Act Like Men, and Light Beer Should Taste Like Beer By John Dempsey and Rian Lange

2.  Introduced in 1986  Miller Brewing Co.  Segmented by Miller as their leading low-calorie beer for the near-premium segment  Targets blue-collar men, between the ages of 28 and 35.  Ambition to become the “beer choice for guys”

3.  Tagline “Men should act like men, and light beer should taste like beer.” Became a major sponsor of the World Series of Poker in 2005  Launched four 15-second TV ads and one 30-second spot in 2006.four 15-second  Humorous approach to reinforce idea behind the tagline. For latest spots, Mother Advertising in London strived to add more “visual interest”

4.  Attempting to market product based on aspects other than low-price. Attempting to make target market feel more “masculine”  Ads are apart of Miller’s mission to attract consumers to low-economy brands Along with Miller High Life  Web page supports tagline with videos and games

5.  Ad campaign was unsuccessful  Entire Milwaukee’s Best line down 4% at the end of 2007.  Generally, beer tasters give “the Beast” a low-taste rating. Given a D- by Beeradvocate.com and a 1-2 out of 10 by Beerpal.com  Interestingly, Miller Brewing’s earnings were up 18.6% at the end of 2007

6.  Beirne, Mike. "Miller Makes Milwaukee's Best More Manly." AllBusiness. 29 Sept. 2004. Adweek. 3 Mar. 2008.  "Beers and Breweries." Miller Brewing. 2008. 3 Mar. 2008.  "Miller Earnings Up 18.6%." Top100.Biz. 16 Nov. 2007. JS Online. 3 Mar. 2008.  "Milwuakee's Best Light." BeerPal. 6 Feb. 2008. 3 Mar. 2008.  "All Milwuakee's Best Commercials." Youtube. 9 Jan. 2008. 3 Mar. 2008.