Tonight during Survivor, Miller High Life is bringing back the girl in the moon which has been on the beer's packaging since 1907. Wieden & Kennedy's new campaign replaces the "High Life Man" campaign that has been running since 1997.
The campaign comprises of :30, :60 and :90 spots and online and retail advertising. The :90 will be on Miller High Life's site (currently there's a timer counting down until the site goes live, presumably after the spots break on TV.)
The tone is warm, emotional, at times almost elegiac, thanks to the character's throaty narration, backed by the haunting music of Erik Satie.
The soft sell also uses photographs on screen invoking the century-long heritage of High Life, saluting what the character calls "the moments we savor."
Those moments are occasions - everyday, special or extraordinary - ranging from a day at the beach or a visit to a bar to a World Series game or a moon shot.
The tenor of the campaign, its storytelling elements and its focus on a female character are meant to increase the number of women who buy High Life, Ms. Hoffman said, as well as the number of younger consumers of either sex who drink it.
While the "High Life Man" was primarily aimed at men ages 35 and up, the "Girl in the Moon" is intended to also resonate with men and women ages 21 to 34. They may not be as familiar with High Life as their fathers or grandfathers, but they are proving amenable to drinking brands like Pabst Blue Ribbon that compete against High Life. Such brands are finding new favor as part of a consumer trend called retro-chic.