Expensive isn't always best

Just because your competition has a bigger budget and can operate on a larger scale doesn't mean that you can't compete. You just have to think smarter. Prior to Sunday's Superbowl Miller High Life decided that paying $3m US for a 30 second ad wasn't the best use of their money. Instead they aired a 1-second spot during the Big Game.


They generated hype for the ad by running a 30 second teaser for a couple of weeks prior to the game. The teaser as well as the ad and a number of alternative 1 second ads can now be viewed online at www.1SecondAd.com

"The overwhelmingly positive response we've received leading up to tonight's commercial debut shows that consumers are embracing our message of a quality beer at a tasty price," said High Life Senior Brand Manager Kevin Oglesby. "We didn't need to spend millions of dollars for half-a-minute when our common sense philosophy can be conveyed in just one second."

Makes plenty of sense to me.