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Fast Company has a piece about how Miller Coors is taking a counterintuitive approach to modern marketing in its new marketing, tapping into "a growing sense that the scale, scope, and intensity of our digital lives is not a healthy way to live" and "positioning Miller Lite as a nonconformist in a world of Brand Twitter and the manufactured life of a social feed."

Miller Time - which is a decades old marketing invention - now is being sold as "an antidote to our collective social feed fatigue." Among the things that Miller Lite is doing is engineering "a promotion that will reward drinkers who unfollow Miller Lite on Facebook and Instagram with free beer. Just text a photo or screenshot to an SMS short code and include keyword 'Unfollow,' and the brand will send you a link to upload a receipt from buying some Miller Lite, and the brand will credit your PayPal account. Miller Lite is also taking two weeks off from any social media of its own."

The promotion is seen as a response to a pair of alarming statistics: "The company’s research found that people will spend five and a half years of their lives on social media, and 50% of 21-to-27 year olds only meet up with their close friends a few times a month."

The new approach reflects an "amped up" level of competition in the beer category, Fast Company notes. "This year Bud Light used the Super Bowl to call out MillerCoors duo Miller Lite and Coors Light for using corn syrup as an ingredient. MillerCoors took them to court—and won. More recently, Bud Light parent Anheuser-Busch accused MillerCoors of stealing recipe secrets."
KC's View:
I'm not sure that all this negativity about the competition is good for anyone … if a rising tide raises all boats, it isn't hard to figure out what happens to all the boats when the waters start to recede.

Though I must admit that the stat about people spending five and a half years of their lives on social media is more than a little concerning. "Turn off your phone" is a pretty good message, under the circumstances. "Turn off your phone and go have a beer with friends," not so much.