Unilever’s new boss will spend more on social media and influencers
Incoming CEO says brand messaging is viewed with growing suspicion by consumers and having others speak for your brand is ‘very important’.
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.
Study examines how X banter with competitors boosted a product launch
When a smaller fast-food brand launched a new meal, it’s bigger rivals began some banter – which benefitted the small brand most.
Boost your marketing career in 2025 with the AMC’s short courses
Confederation has fast-paced online Express Courses you can complete in a week, to in-depth studies taking up to 10 months.
Moroccan telecoms brand unveils Real Madrid player partnership
With an eye on the 2025 Africa Cup of Nations taking place in the North African country, Orange Maroc signs Real’s Brahim Diaz.
Concern in Mozambique as counterfeit alcoholic drinks flood the market
‘Networks of corruption’ and inadequate resources at regulatory authorities mean up to 80% of popular brands of drinks could be fake.
Ipi Thibedi appointed Group Managing Director of Ogilvy South Africa
She brings many years of experience in business consulting and advisory services, and was previously CEO of Weber Shandwick Africa.
Top marketers and supply chain professionals honoured at awards
South Africa’s IMM Institute recognises 2025’s top achievers at its annual Excellence Awards and Gala Dinner in Johannesburg.
Lay’s unveils star-studded lineup for new Champions League campaign
Four past and current soccer stars go on a ‘pub crawl’ in search of a bar showing the big game – and stocking Lay’s potato chips.
Diageo appoints Hina Nagarajan as President of its African operations
She has been serving on the drinks company’s Global Executive Committee and is a past Managing Director of Africa Emerging Markets.
How giving guests ‘a sense of ownership’ can benefit hotel industry
Study finds that guests who are empowered to customise their hotel rooms in small ways are more likely to become loyal customers.
Researchers study how celebrity endorsements may drive advocacy by fans
Celebrities and organisations with social-cause agendas could use the power of fanbases to successfully push their social goals.
