Last night I saw the new Miller 64 commercial while watching Myth Busters, and was extremely impressed by their use of gender to promote their product. The main market offering of Miller 64 is that it is low in calories and is "brewed for the better you"; this is keeping with the trend of offering healthy(- er) products to meet the increasing demands of health-conscious consumers.
Normally, when we think of a typical beer consumer, we envision a male. However, when we think of the typical low calorie beer drinker, we envision a female. Now, generally, both men and women drink all kinds of beer, and both men and women care about their health. So why would marketers limit themselves by appealing to one gender over the other when they could gear their commercial towards both? Seems silly, right? Many companies do, but not Miller!Take a look at the commercial:
http://www.youtube.com/watch?v=IZ7EUKsgy1Q
After watching the commercial, in which both men and women are shown exercising and having fun drinking Miller 64 together, I now think that it is a good beer to buy for a social event that both men and women would appreciate.
Why discriminate and limit a product's potential when you could appeal to both genders and not participate in maintaining outdated gender stereotypes?
Jillian I completely agree! Like the "Dr. Pepper 10" commercials, they try to exclude an entire gender. Sometimes it makes sense for companies to market towards a certain demographic, but to shun a gender may not be the right way. I wonder how many sales Dr. Pepper and Miller have lost when trying so hard to grab just one gender. Beer especially is something that almost everybody consumes, so keeping marketing to all ages and genders is especially important. There will always be commercials poking fun at each gender but I think it's best to target the most consumers possible.
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