On March 20th, Miller Lite launched a series of new advertising spots that return fire to Bud Light's “Dilly Dilly” campaign.
The new ads “take consumers out of Bud Light’s fantasy world," says Anup Shah, vice president of the Miller Family of brands. "We all love a good fantasy, but people drink beer in the real world. And in the real world, more taste is what matters.”
The company has also targeted Bud Light in court as MillerCoors recently filed a lawsuit against Anheuser-Busch, saying that the anti-corn syrup campaign tries to "frighten" people away from Miller Lite and Coors Light.
The new spots are supported by Miller Lite’s highest two-week media investment of the year — and one of its largest ad buys ever during the basketball tournament.
Shah pledged to distributors to amp up competitive messaging against Bud Light.
The commercials show the story from the other side the camera during a fictitious commercial shoot. Each of the spots concludes with the actors and crew on the Bud Light set heading back to a hospitality tent where they pass over Bud Light in favor of a post-wrap Miller Lite.
The first spot, called “Aftermath,” starts with an overhead shot of a medieval knight and fellow villagers lying in a scorched field, flames still burning around them.
A second 30-second spot called “Snow” is set in the same medieval kingdom, labeled as “Ye Old Bud Light Fantasy Land.”
The brand also will air 15-second and 6-second spots that "hammer the same message."