Miller Lite Looks for Ideas Beyond TBWA\Chiat\Day L.A.

By Patrick Coffee 

TBWA\Chiat\Day’s Los Angeles office beat out Leo Burnett and several other competitors to win the Miller Lite business back in the fall of 2014 and proceeded to make a series of campaigns ranging from the everyday pleasures “Wonderful World” anthem ad to the big holiday sweater outside our subway stop.

Now, however, the client is reaching out to other agencies in the TBWA network as it prepares to launch new campaigns.

Yesterday MillerCoors told AdAge that it would almost certainly be working with other shops:


“We hired TBWA on Miller Lite because of the depth of resources throughout their network, and we’re taking full advantage of those resources with Chiat/Day, 180LA, Juniper Park, Dieste and Integer. We look forward to sharing the latest plans for building further momentum on Miller Lite, including new creative, when we meet with our distributors next month.”

None of the involved parties were able to comment today, but we expect to see Miller Lite campaigns with creative by 180LA in the near future.

The agency recently won project-based work for ASICS which will roll out along with the client’s new global campaign created by 180 Amsterdam.

For once, a company isn’t making a change in its agency roster due to poor performance. In fiscal year 2015, MillerCoors gained market share despite overall declines in both shares and profits as AB InBev continued to lose ground.

Don’t worry about Bud, though: “[AB InBev] expects the brand to benefit from the ‘Raise One to Right Now’ campaign, which debuted at the 2016 Super Bowl, and from a refreshed brand identity.”

Color us skeptical.