Molson Coors Beverage Co has unveiled its latest US marketing push for the Miller Lite brand, focusing on the beer’s 50th anniversary this year.
The ‘Legendary Stories Start with a Lite’ activation includes a 30-second advert that features a voiceover from US actor Christopher Walken. The spot debuted during the opening night of the NCAA Division I men’s basketball tournament, branded as March Madness.
The ad will run across all TV networks in the market during the first round of the tournament and will continue streaming beyond the championship. A Spanish language version will also air this month.
“We are obviously extremely proud of this brand,” said marketing VP Ann Legan. “The 50th anniversary is a big moment, and we have plans that showcase what the brand is about and celebrate the drinkers who built the brand. We can’t wait to share the rest of the plans in the weeks to come.”
In January, Molson Coors made a significant move into ‘Beyond Beer’ when it acquired a minority stake in UK-based mixer business Fever-Tree for a fee of GBP71m (US$88m).
