MARKETING GIMMICKS

Brewer launches beer-infused ice cream that invokes ‘pub’ ambience

By our News Team | 2022

Playful and gimmicky, it wants consumers to feel as if they’re in a slightly dodgy bar with inexpensive drinks and a down-to-earth vibe.

Beer brands have, of late, been at the forefront of several innovative campaigns that attracted widespread attention. This website has recently reported on clever strategies by brewing giants Heineken and Stella Artois, for example.

Now Miller, an historic US-based beer brand, has come up with a tactical campaign – call it a gimmick if you will – to capitalise on the last days of the North American summer by launching a beer-infused ice cream bar.

Photo credit: Miller Brewing Company

Apart from containing 5% alcohol by volume, the tasty treat also incorporates peanuts, caramel, dark chocolate and carbonated candy. Believe it or not, there is also a hint of tobacco smoke flavour.

“These are premium ice cream bars that are reminiscent of all the scents and tastes of the dive bar that you actually want to taste,” explained Bob Vydra, Associate Marketing Manager for Miller High Life. “They’re an ode to the High Life – in the form of ice cream.”

Evoking a down-to-earth ambience

‘Dive bars’ are North American slang for typically small, unglamorous, eclectic, old-style bars with inexpensive drinks and a down-to-earth ambience.

“We’ve put together everything we love about dive bars into these premium ice cream bars infused with the Champagne of Beers,” Vydra said. “It’s summer. It’s hot. We think everyone deserves to reward themselves. What better way than with High Life and ice cream?”

To create the novel ice cream treat, Miller has teamed up with the appropriately named Tipsy Scoop company, which will sell the product online and through its stores in New York City.

“Miller High Life, with the slogan of ‘Champagne of Beers’, has long positioned itself as classy yet economical. The upscale ice creams play into that brand image by putting a decadent, elaborate spin on a cheap treat. The ice cream, which has a higher ABV (alcohol by volume) than actual Miller High Life, appeals to both beer fans and those who enjoy unique food products,” commented the marketing industry website Marketing Dive.

Watch a video of the product launch here.

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