Miller Lite, The Official Beer Of Summerfest

Summerfest in Milwaukee, Wisconsin is an eleven daylong event known as “the world’s largest music festival.”  Live music is offered on 11 stages throughout the grounds from noon to midnight, including the 23,000-capacity Marcus Amphitheatre.  This year was the first year I attended Summerfest, and it was a fun, enjoyable experience I will always remember.

I could not help but notice all the advertising that took place around the grounds that loomed over the mass amounts of people for all to see.  One brand in particular stood out because of its constant presence throughout the grounds: Miller Lite.  Before even walking into Summerfest, there was a sign to advertise that Miller Lite is the “official beer of Summerfest.” 

Almost everywhere I went inside the grounds, I was able to see a sign advertising for Miller Lite.  There were blimps overhead to advertise Miller Lite, which is a nontraditional form of advertising that grabs people’s attention.  On the sign to designate where the beverages were you could guarantee Miller Lite was advertised.  While watching Britney Spears at the Marcus Amphitheatre, there were signs for Miller Lite on each side of the stage to suggest you purchase one while watching the show.  There is even a stage named the “Miller Lite Oasis” which increases brand recognition and allows Miller Lite to advertise with larger signs. 

Miller Lite is the official beer of this event and promises it is a “great taste of Summerfest.”  I thought Miller Lite did a great job promoting its product and made great use of its partnership with Summerfest.