Business Wars Anheuser-Busch vs Miller - It’s Miller Time! | 3
Jun 5, 2019
In the early 70s, Miller Brewing, backed by tobacco giant Philip Morris, disrupts the beer scene with its bold 'Miller Time' campaign aimed at blue-collar workers. The introduction of a low-calorie beer sparks intense competition with Anheuser-Busch. Meanwhile, a generational clash unfolds within Anheuser-Busch, as conservative CEO Gussie Busch faces off against his innovative son, August Busch III. The brewing rivalry intensifies, showcasing inventive marketing strategies that redefine the industry.
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Murphy's Rug
- In 1971, Miller Brewing's president, John Murphy, displayed an Anheuser-Busch rug under his desk, using it to clean his shoes.
- This symbolized his ambition to surpass Anheuser-Busch and make Miller the leading beer brand.
Miller's Strategy
- Miller Brewing, despite being significantly smaller than Anheuser-Busch, aimed to become the market leader.
- Their strategy involved leveraging Philip Morris's marketing expertise and financial resources, mirroring the Marlboro campaign's success.
Target the Average Joe
- Target the average Joe, who constitutes a significant portion of beer consumers.
- Focus your campaign on this demographic for maximum impact.