New York - Miller Brewing Company has announced the appointment of Saatchi & Saatchi New York its creative agency of record for Miller High Life following a competitive pitch.
"Saatchi is a terrific agency and we know they will be great stewards of our most timeless brand, Miller High Life," said Randy Ransom, Miller's Chief Marketing Officer. "They have consistently created campaigns that spark tremendous consumer buzz and sales results.? That's exactly what we need as we continue to take back and celebrate the High Life."
Since the introduction of the "Take Back the High Life" campaign last year, brand sales have improved significantly and have leveled after several years of steady decline. The campaign has helped turn around High Life sales by cleverly playing on a growing counter trend to pretension.
Miller has said it will expand the "Take Back the High Life" campaign nationally and begin to roll a second wave of creative aimed at "Celebrating the High Life" in core markets. The brewer said it expects Saatchi to continue the popular campaign and take it to the next level, while continuing to use Windell Middlebrooks, the popular Miller High Life deliveryman from the campaign, to represent the brand.
"Miller High Life is one of the great brands in the beer business having been around for more than 100 years and we are thrilled to work on it," said Mary Baglivo, CEO of Saatchi & Saatchi, New York. "It's authentic, unpretentious, no BS approach is working and we aren't going to alter that successful strategy, although we will look for ways to expand it further."