Sign in | Register now | Like us on FacebookLike Us | Follow us on TwitterFollow Us

Milwaukee's Daily Magazine for Wednesday, July 23, 2014

Wed
Hi: 72
Lo: 55
Thu
Hi: 74
Lo: 57
Fri
Hi: 75
Lo: 63
Advertise on OnMilwaukee.com
Harley-Davidson's new "No Cages" spot leaves something to be desired.
Harley-Davidson's new "No Cages" spot leaves something to be desired.

All due respect to Milwaukee brands

I've been hesitant to write this blog for the following reasons:

  1. I love the brands I'm talking about and want them to succeed.
  2. It goes against my mom's advice of, "If you can't say something nice, don't say anything at all."

But my frustration level is at orange and I may need a little venting.

Lately, the largest two worldwide brands that represent the fiber of Milwaukee have been slipping a bit in their marketing efforts. And not making big mistakes, but little ones that over time could damage their brands.

The latest Miller Lite campaign is not only lowest common denominator humor, but it panders to them. The "Man Up" television spots employ more than antiquated humor, cheap production qualities and disconnect themselves from the core audience. Now, I understand that Miller Lite is a "jester" brand and needs to appeal to a broad audience. At the heart and soul of any jester brand is the motivation of belonging. So, the group of guys giving each other hell about their masculinity is a solid place to start.

But the execution falls off when the joke is so expected and the thought is completed for us, the audience. Give us some credit as beer drinkers and speak to us on our level. This campaign, in the long run, will come and go like so many before, but it could be so much more effective. Especially at a time when Bud Lite, too, is tanking with their "Here We Go" campaign.

The other brand I want to talk about has done nothing wrong, outside of Elton John, in my eyes. Harley-Davidson broke out a new spot within their "No Cages" campaign that left me wanting well ... nothing. The spot features a biker hooking up leashes to dog cages outside of a pet shop (?) and then pulling the doors off, freeing the dogs.

Dance break: "Who let the dogs out? Who-who-who."

I was semi-shocked at the lack of anything cool about this spot. Now, I do think the Wide Glide in the spot is killer and I would love to ride it this very minute, but honestly, the experience of this didn't ring with me. It wasn't about my freedom. It wasn't about flipping the status quo the bird and going my own way. As a Harley rider, I was a little sad. Especially coming off of their first "No Cages" spot featuring people, cars and city buses in cages until the squeaking of metal is overtaken by a rumbling of a Sportster 1200 Custom. Solid spot. Made me want to ride.

But the dogs ... is a dog.

All due respect to these fantastic brands. Know that I am your evangelist and am happy to drive by your buildings each morning to drop my kids off at school. You can be so much better – even on a stage so broad.

Talkbacks

remotecody | Sept. 20, 2011 at 11:47 a.m. (report)

No one in the rest of the country associates Miller with Milwaukee, not even Miller associates itself with Milwaukee. Harley comes closer but it is more America than Milwaukee.

Rate this:
  • Average rating: 1.0
  • 1
  • 2
  • 3
  • 4
  • 5

AverageGuy | Sept. 15, 2011 at 9:36 p.m. (report)

MilRockee,
He works in advertising. It's his job to notice things like that. BUT not even remembering if I've seen these spots is a cause for concern regarding their effectiveness.

Rate this:
  • Average rating: 0.0
  • 1
  • 2
  • 3
  • 4
  • 5

Blaine | Sept. 14, 2011 at 5:20 p.m. (report)

Isn't the whole ad campaign of light beer and "man up" oxymoronic?

Rate this:
  • Average rating: 0.0
  • 1
  • 2
  • 3
  • 4
  • 5

milROCKeeguy | Sept. 14, 2011 at 11:59 a.m. (report)

34540 all due respect, but you should try changing the channel. Or, watch things on DVR, and then fast forward. For someone with a "short attention span," your attention stuck to these commercials for 30 seconds.

Rate this:
  • Average rating: 1.0
  • 1
  • 2
  • 3
  • 4
  • 5

buck | Sept. 14, 2011 at 11:36 a.m. (report)

Totally agree that this is the worst Miller Lite ad campaign in a long time.

Rate this:
  • Average rating: 5.0
  • 1
  • 2
  • 3
  • 4
  • 5


Show me the other Talkback
Post your comment/review now 6 comments about this article.
Post your comment/review now

Facebook comments

Disclaimer: Please note that Facebook comments are posted through Facebook and cannot be approved, edited or declined by OnMilwaukee.com. The opinions expressed in Facebook comments do not necessarily reflect those of OnMilwaukee.com or its staff.