Hasta La Creative!

MillerCoors, which has struggled to lift Miller Lite from a long-running slump, is turning to the public for fresh ideas to advertise its new retro cans. But if you are interested in pitching ideas, you should leave your bell-bottoms and disco records in the closet.

The 15-second commercials “are trying to tell the story of Miller Lite being the original lite beer,” said MillerCoors spokeswoman Karina Diehl. “With Tongal we are trying to have a little more fun. That is why they are for digital. We know that this will resonate with our consumer.”

The Tongal brief offers a rare insight into how the brewer is thinking about Lite, as well as giving a glimpse into the special factors advertisers must consider when creating alcohol ads. Contestants are told that “actors cannot appear intoxicated or allude to being intoxicated,” and “no crushing of cans or damage to the Miller Lite logo” is allowed. Children and Santa Claus — including his elves — are also prohibited. Moreover, the video “should focus on originality, not poking fun at disco, etc.” Said Ms. Diehl: “The main focus is telling our story of being the original light beer. The bellbottom can distract from that main message.”

Continue reading at AdAge.com