This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
News
Miller Lite replaces ‘tone deaf’ advert with virtual tip jar for bartenders
Molson Coors has pulled a recently-launched ad campaign for its beer brand Miller Lite encouraging gatherings after it was branded “tone deaf” by US citizens in isolation.
Miller Lite’s advert launched in January this year, but was pulled out of rotation after Americans who have been told to stay at home amid the coronavirus outbreak called it “jarring.”
Called “Hahaha”, the ad was created with DDB as part of its Original Social Media Campaign. The video opens with a man talking to his friends on social media, before cutting to the same man having significantly more fun with his friends in real life.
US President Donald Trump released coronavirus guidelines for the country on 16 March, urging Americans to avoid eating or drinking at bars, restaurants and food courts. Many states have also implemented guidelines urging people not to gather in groups and stay at home.
Seeing @MillerLite continue to run their ad about the “original social media” (AKA people gathering) while people are being instructed to shelter-in-place is the epitome of tone deaf advertising.
— M.J.C. (@michaeljchr) March 27, 2020
The advert has now been taken out of rotation, PR Week reports, and since been replaced by a new initiative, the Virtual Tip Jar, encouraging people to donate to its own fundraiser for bartenders unable to find work while lockdown measures are in place.
Join us in supporting those that support us. Click to donate to the @USBGNCF Bartender Emergency Assistance Program #VirtualTipJar
Donate here: https://t.co/xmAQcxUtes pic.twitter.com/B6HLsHIjcF
— Miller Lite (@MillerLite) March 20, 2020
The new ad reads: “Taps are off. But tips are needed. Click to donate to the millions out of work. We’ll start with $1,000,000.”
The change of tact came as the brand’s parent company, Molson Coors, announced it is withdrawing its 2020 results predictions, which were published on 12 February, due to the catastrophic impact coronavirus lockdowns are expected to have on sales.
Chief executive officer Gavin Hattersley said: “These are challenging times for the world and our company, and our priority is to ensure the safety of our people and the stability of our business.
“I’m proud of how resilient our people have been during this time, including the people who brew, package and ship our quality beers and keep our breweries and business running. I can’t thank them enough. I am also proud of how our teams are stepping up to take care of our communities who need our help more than ever.”
The company said it has donated US$1 million to the United States Bartenders Guild, a non-profit that supports bartenders and service industry professionals, and provided 50,000 cans of water to the Denver branch of the Salvation Army to help nourish Denver’s homeless population in the face of water shortages. The city turned off public fountains in an effort to mitigate the virus’ spread.
The company has also joined other brewers such as AB InBev and Brewdog in producing hand sanitiser at “multiple craft breweries” to support the growing need from first responders and in the health care industry.