Update re: Angry Letter I sent MillerCoors

Dear Mr. Holby,

Thank you for providing your feedback regarding the Miller Lite ‘Man Up’ campaign. We appreciate receiving all comments in order to help us determine public reaction to our advertising efforts.

After reviewing your letter, I am disappointed to hear that you are so turned off by the commercial. Our consumer response shows that many twenty-something, legal drinking-age men enjoy and are responding positively to the campaign. 

I assure you that we have spent a lot of time researching how to appropriately communicate our campaign while doing so in a way that reflects the inclusive nature of our company. Three ways in which we do this are:

  • Inclusion of our Gay, Lesbian, Bisexual and Transgender (GLBT) marketing group in the evaluation of the advertising.
  • Consumer testing and
  • Having the protagonist in each case embraced into the group of buddies.

Again, we appreciate the time you took to share your concerns with our company and want you to know that your view point is very important to us.

Sincerely,
Andrew J England
EVP & CMO
MillerCoors LLC



For those who missed the original post containing a portion of the angry letter I sent MillerCoors and Draft ECB Chicago, the advertising agency, that is here.