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Taking Back the High Life

Publication Date: 2008

Source: SO08 Silver Anvil Award
Product Code: 6BW-0807D01
Organization/Author/Firm: Miller Brewing / Miller High Life,   Dig Communications
Industry: Food - Beverage / Consumer Products
Specialization(s): Marketing / Media Relations / Integrated Communications / Interviews - Appearances
Format: Campaign Case Study (Silver Anvil)
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2008 Silver Anvil Award Winner – Marketing Consumer Products – Alcoholic Beverages (wine, beer, spirits)

For more than a century, Miller High Life has been the “Champagne of Beers,” providing high quality refreshment after a long day of work and play. However, as beer trends shifted away from full-calorie mainstream brews, High Life sales suffered, and the brand was in search of a new campaign to dust off its image and reverse declining sales. High Life turned to its Brand PR Team and Dig Communications to lead an integrated campaign, bring a consumer insight to life, generate extensive media coverage in key markets, help increase sales and Take Back the High Life.

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