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It’s either the best thing since boxer-briefs or the lamest attempt ever at cultural crossover.
Miller recently rolled out a new beer in Miami and four other heavily Latin test markets (the others are Texas, New Mexico, and San Diego). It’s called Miller Chill, and it has a “hint” of salt and lime. For those too lazy to cut up a lime, this is like manna from heaven.
It’s supposedly based on the Mexican “Chelada,” a beer served with a squirt of lime juice over ice in a salt-rimmed glass. Chill is “muy refreshing,” according to those wacky ad guys at Young & Rubicam, the agency behind the product. They’re so wacky, they’re calling it “beerveza.” Witness the billboard on State Road 112 east-bound between Miami Avenue and the Julia Tuttle Causeway.
The Miami ad push for Miller Chill comes on the heels of news that Miami-based ad agency Crispin Porter + Bogusky resigned their Miller account, citing creative differences. —Rob Jordan
