Miller Lite goes dark on social media in first major campaign under new CMO

'A few friends are better than a few thousand followers.'

Miller Lite is positioning itself as "the original social media" in the brand’s first campaign under new CMO Michelle St. Jacques. 

The 90-second hero spot, created in partnership with ad agency DDB, pushes an anti-phone agenda, with the tagline, "A few friends are better than a few thousand followers."

"We know that today’s generation of new drinkers will spend more than five years of their lifetime on social media, and yet are only meeting up with their close friends less than a few times a month," said Anup Shah, VP, Miller Family of Brands, told Campaign US. "With so many young drinkers focused on their phones, we wanted to champion a different kind of social: genuine, face-to-face connections, best enjoyed at a bar over Miller Lite."

The brand commented that "Miller Time," or going out for beers with friends, was the "original social media."

Offline, Miller Lite will be practicing what it preaches by rewarding consumers who "unfollow us to the bar" with free beer. Consumers who unfollow the brand’s Facebook and Instagram pages can receive free Miller beers.

The brand has gone dark on social media. The account will be dead from posting for two weeks while debuting a limited-edition "dark" version of its classic white can to mark the occasion.

"As a brand, Miller Lite has always been about bringing people together, so we felt it was time to make a strong statement about the lack of real connections people have today," said Myra Nussbaum, SVP, group creative director at DDB Chicago. "That’s why we’re inviting people to come back to The Original Social Media with the Original Light Beer."

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