Saturday, February 06, 2010

During Super Bowl XLIV, Miller High Life Goes Big for the 'Little Guys'

Miller High Life, the beer that surprised America last year with its one one-second ad, will once again call a time-out for common sense during tomorrow's Super Bowl -- this year, giving its air-time to four deserving small businesses from around the country.

The 30-second spot, filmed in an actual Miller High Life warehouse in Los Angeles, will feature the owners of Del’s Barber Shop in Escondido, Cal.; Tim's Baseball Card Shop in Chicago, Ill.; Loretta’s Authentic Pralines in New Orleans, La.; Bizarre Guitar & Drum in Phoenix, Ariz.; as well as Miller High Life’s very own no-nonsense deliveryman. It will air in major markets during the Big Game, when the New Orleans Saints and Indianapolis Colts kick off from Miami's Sun Life Stadium at 6:25 p.m. ET.

"Miller High Life is all about common sense, and nothing makes more sense than giving deserving small businesses the opportunity to be a part of the big game," said Miller High Life Brand Manager Joe Abegg. "These businesses live the High Life every day by retaining a steadfast commitment to service and authenticity. What better way to show our appreciation for hard-working Americans who share High Life’s values than by providing a primetime stage for a few to tell their story?"

Miller High Life scoured the country to identify potential businesses to be featured in the Big Game commercial. From the many qualified companies that stood out, the folks at Miller High Life had the difficult task of narrowing it down to a few small businesses from around the country.

"We had a lot of fun working with the owners of these companies, and we think they represent small businesses across the country very well," said Abegg. "We hope this experience has been as positive for them as it has for us, and that it only serves to help small businesses thrive."

To build excitement for the commercial, which will air across much of the country through buys with local market CBS affiliates plus owned-and-operated stations, a 30-second teaser ad began hitting the air last week. Additional content including outtakes from the Big Game commercial shoot and information on the four businesses featured in the ad, as well as others that are living the High Life. It's available online at

Miller High Life, one of MillerCoors' 32 domestic beers, is known as the "champagne of beers" and dates to 1903. It is a classic American-style lager recognized for its consistently crisp, smooth taste and iconic clear-glass bottle. Miller High Life embraces its rich heritage and is known by its drinkers as an authentic, unpretentious beer, and encourages beer drinkers to "Take Back the High Life."

MillerCoors Committed to Supplier Diversity
MillerCoors is dedicated to working with suppliers who are as diverse as its consumers, and gives minority- and women-owned business enterprises [MWBEs] an opportunity to compete with other suppliers in the marketplace.

As a member of the National Minority Supplier Development Council [NMSDC] and the Women’s Business Enterprise National Council [WBENC], MillerCoors supports local, regional and national MWBE councils. The company is committed to supplier diversity and is focused on increasing both its participation and spend with MWBE suppliers.

For information about MillerCoors' Supplier Diversity Management System, go to:

SOURCES: MillerCoors, NFL

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