Miller Lite: Acts Dumb, Gets Dumber

It’s beer. Some would say that beer is hydaulic fluid that keeps the world moving. Miller Lite was pretty much the first light beer to come along. In its long career, it’s had its share of marketing hits and gaffes. It seems, of late, that Miller Lite just cannot get out of its own way. One would think that Miller Brewing Company and its advertisers would be bright enough to know that the only part of the usual killer subject triumverate (sex, religion, politics) that beer can get near is sex. And even that has dire consequences if pushed to far. But no. Miller exhibits a large amount of dumb/dumber with their sponsorships.

Last year, Miller infuriated opponents of illegal immigration when the Chicago Tribune reported it paid $30,000 for a convention and newspaper ads publicizing a march of illegal-alien advocates to protest against Speaker Dennis Hastert’s congressional office in Batavia, Ill. Consumers launched a national boycott. Probably not a wise move. That said, Miller found something better to sponsor. The gay, S&M, leather-clad, anti-Jesus crowd in San Francisco! Think that will go over well with mainstream America? A week or so ago I blogged about part of this strange festival and how a gay couple was publicly parading their toddler girls in camp attire and leather dog collars. I didn’t see the promotional poster for the fair, but others did.

Seated at and standing behind a long table, Last Supper-style, are a set of men and women in various stages of leather dress/undress, including a man wearing a black dog mask. Sex toys, including a big red fist, are strewn across the table. As a spokesman for Concerned Women explained, “The bread and wine representing Christ’s broken body and life-giving blood are replaced with sadomasochistic sex toys in this twisted version of Da Vinci’s ‘The Last Supper.'” Prominently on display in the left-hand corner of the ad — the Miller Lite sponsorship logo. Miller eventually produced a talking head to deflect criticsm, emphasizing their support for the gay community, disavowing any knowledge of content of the poster art that they were sponsoring, and went on to say “We understand some individuals may find the imagery offensive.”

While I’m not a big proponent of religion, I am capable of realizing that there are well over 200 million Christians in the US that could be just a teensy bit put off by this. 200+ million people does not equate to “some individuals” in my book. There’s even more questionable sponsorship activity by Miller at this same event. Feel free to read the editorial by Brent Bozell, III.


4 Responses to “Miller Lite: Acts Dumb, Gets Dumber”

  1. October 16, 2007 at 10:34 am

    They’ll be OK because all us Christians will forgive them. If they upset the gays, lesbians, bisexuals, transexuals or Atheists they’ll suffer. Who would you rather offend? Easy choice. 😉

  2. 2 greg
    October 26, 2007 at 8:41 pm

    do me a favor, get your shit together, miller brewing co did not sponsor that event, a local san fransico distributor printed that poster, they did not get the approval from the brewery before makeing it public, note! not the brewery, ok! get your info before judging, ok???? morons like you cause more problems in this world.

  3. October 26, 2007 at 8:47 pm

    I’m a moron… okay, I can handle that. The fact of the matter is that Miller has sponsored this and other apolitical events. Like it or not, their logo was used and they have not offered a whole lot of sop to the mainstream. I’m causing the problems in this world… cool. Thanks for giving me the credit and power that I finally deserve!

  4. October 27, 2007 at 6:12 am

    Folloder, I bow to your great power. I wouldn’t have known to do so unless greg had spilled the beans. I am drinking some “Kome no sasayaki” from Hyogo-Ken as a protest to Miller. (That, and Miller is not generally available here.)

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