NEW YORK - AdAge wrote last week that "in an age where superlow-calorie beers have stolen some of the less-filling message and craft beers are crowding in on taste," MillerCoors is reviving the famous tagline €" "It€™s Miller Time" €" "which is more about sociability and less about the beer itself."
"Miller Lite really is about real beer and real friends, and we believe that Miller Time captures that whole idea of real friends coming together over real beer," MillerCoors executive vice president-CMO Andy England told the news source.
"It€™s Miller Time" began in the 1970s for Miller High Life, and was then used for Miller Lite in 1997 and 2002. Although the brand is returning to the classic line, England said the brewer is "reinventing it."
"If you think about what 'Miller Time€™ used to mean...it was very much about work-reward. This is an evolution," he told AdAge, adding, "It's really about when real beer and real friends get together, it's Miller Time. We're evolving what it means but leveraging the fact that it's just a great saying."
AdAge asked England to describe the new campaign; he called it "contemporary, celebratory and inclusive."