What Is It With These Beer Companies?
Miller Lite may be the next beer brand to learn that it doesn’t make good business sense to lecture one’s customer base.
Maybe we men were meant to drink bourbon.
What else are we to think given the disastrous and well-documented decision by Bud Light to feature a man masquerading as a woman as its spokesperson, and the recent revelation of a 90-second Miller Lite commercial in which a feminist spokeswoman lets loose with a profane rant and all but condemns us for being red-blooded American males?
Yikes. Is that any way to sell beer to an overwhelmingly male audience? The ad itself is actually two months old, and the Miller Lite folks no doubt wish it had stayed under wraps, given the self-inflicted Dylan Mulvaney wound now being endured by its competitor, Bud Light. As they say in politics, never lend a hand when your enemy is in the process of committing suicide.
The Miller Lite ad is supposed to be about female empowerment, and it begins by pointing out that beer brewing was first practiced by women.
And to this little-known historical fact we respectfully ask, So what?
“From Mesopotamia to the Middle Ages to Colonial America,” says the ad’s spokesperson, comedienne Ilana Glazer, “women were the ones doing the brewing. Centuries later, how did the industry pay homage to the Founding Mothers of beer? They put us in bikinis.”
Glazer, who opts for a tight-fitting sweater rather than a bikini, then turns the ad into a literal sh*t show by repeatedly using the barnyard vulgarity to decry the objectification of women for the purpose of selling beer, and to announce Miller Lite’s nationwide campaign to collect these decades of sexist marketing materials — the “bad sh*t” — and convert them into compost — the “good sh*t.”
After a 90-second harangue, she concludes by raising a can of Miller Lite and saying: “So here’s to women. Because without us, there would be no beer.”
As Not the Bee notes: “Ironically, they use a vulgar woman who acts like a vulgar man as the selling point. In the ‘90s, women were exploited for their sexual attractiveness. Today, Miller is exploiting women for their unbecoming vulgarity and their hatred of men.”
Yeesh. But, hey, at least Glazer didn’t go all Roseanne Barr and grab her crotch and spit.
In fairness to the folks at Miller Lite, there’s an obvious tongue-in-cheekiness to this ad that simply wasn’t present in Bud Light’s disastrous Mulvaney ad. So we think the company’s response to the outrage — that the ad isn’t to be taken seriously — is actually quite savvy:
This video was about two things: worm poop and saying women shouldn’t be forced to mud wrestle in order to sell beer. Neither of these things should be remotely controversial and we hope beer drinkers can appreciate the humor (and ridiculousness) of this video from back in March.
Time will tell whether Miller Lite reaps the whirlwind like Bud Light has, and whether its marketing geniuses will hit rock bottom and continue to dig as their competitor has. We suspect not. In fact, we suspect that much of the outrage has been surreptitiously ginned up by Bud Light agents provocateur.
But still, we have to wonder: What’re they smoking in the marketing departments of these beer companies, and how stinkin’ hard can it be to sell beer to men?
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