Chicago-based MillerCoors LLC is launching a new ad campaign today called “We Stand for Beer.” For the next four months, the campaign will be shown in eight cities, including Milwaukee, with the messaging tailored for each one to showcase how the company specifically impacts that market.
“More than ever people want to know and understand the value of a company,” said Marty Maloney, manager of media relations. “We’re just as local as anyone, and we want to convey the impact we’re having locally in these communities.”
Part of the Milwaukee campaign shows a father who works at the plant with four of his children.
All the campaigns, however, intend to convey “quality beers, quality partnerships and quality citizenship,” Maloney said.
This campaign is also different from previous ones because it is the first time MillerCoors has launched corporate advertising with brand messaging in the company’s seven-year history. (Its joint venture officially launched in 2008).
“Before it was just ads for Miller Lite or Coors Light,” Maloney said. “But this is the first time it’s under the MillerCoors umbrella.”
The campaign, which consists of print and billboards, cost in the high six figures, according to Maloney. It was done in collaboration with Milwaukee-based Jacobson/Rost.
The ads will also be shown in Golden, Colo.; Albany, Ga.; Eden, N.C.; Fort Worth, Texas; Trenton, Ohio; Shenandoah, Va.; and Irwindale, Calif.