US brewer launches first-of-its-kind loyalty program

6 Mar 2008

US brewer, Miller Brewing, claims it has created the first loyalty program of its kind for the beer category, which allows consumers to earn redeemable points when they purchase specially marked packs of beer.

The Milwaukee brewer this week launched Miller High Life Extras, a points-based loyalty program that will reward consumers who are "living the high life." Advertising will include print in April issues of Sporting News, Outdoor Life and Popular Mechanics, and an outreach in online entertainment guides such as Metromix and Austin 360, targeting 25- to 46-year-old males in 24 markets.

Saatchi & Saatchi, New York, is handling the ad campaign. Miller did not disclose cost of the budget.

"This is the first national loyalty program of its kind in the beer industry, so we're proud to break new ground and give our loyal consumers a chance to show they're living the High Life," said Kevin Oglesby, Miller's High Life senior brand manager, in a written statement.

The loyalty program allows consumers to earn points by purchasing specially marked 12-packs or 30-packs of Miller High Life and Miller High Life Light. Each bottle or can is worth 10 points, which can be redeemed at MillerHighLife.com. By uploading point codes on the Web site, consumers can receive merchandise ranging from High Life screen savers (worth 60 points) to branded fire pits used for campfires (worth 31,000 points).

Other merchandise includes Miller High Life deliveryman shirt, boxer shorts, hooded sweatshirt and baseball caps.

Previous beer promotions by Miller and other brewers have featured online codes that can be redeemed for merchandise, but they were typically part of in-and-out programs that lasted for the duration of the program or a specific season. Miller High Life Extra points can be collected and redeemed through Feb. 28, 2009.

Miller High Life spent $22 million on advertising last year, up from $9 million in 2006, per Nielsen Monitor-Plus. Shipments of Miller High Life increased 2.6% from 2006 to the end of last year with just over 5 million barrels, per Beer Marketer's Insights, West Nyack, N.Y.

Saatchi's ad campaign for Miller, which carries the tagline, "Living the High Life," features actor Windell Middlebrooks as the delivery truck man, who stocks the bargain brew at outlets deserving of an "honest beer at a tasty price." The character was created by Crispin Porter + Bogusky, Miami, for Miller's "Take Back the High Life" effort back in 2006.

Article courtesy Brandweek via http://publications.mediapost.com/