I always wondered why Miller High Life was trying to position itself as a metrosexual beer for women. The “upscale / feminine” beer campaign by Miller just created the opposite with Milwaukee’s Best’s “Men act like men” television commercial campaign. In development spots were recently shown to beer distributors showing Miller delivery drivers forcefully removing Miller High Life from upscale night clubs and bars. Miller hasn’t done something this drastic since they switched from the 1950’s Wieden & Kennedy manly era to a feminine push. “I don’t know what the hell they were thinking,” said one Southern distributor who was happy to see the new creative effort.

It appears that Miller High Life will once again attempt to position itself as the blue collar mens beer. I heard the Marlboro Man needs work. Miller should look and see if he ever left that camp fire.