When it comes to trying to exclusively target men, no one can beat beer commercials. They do it better than almost any type of product, and almost all of their commercials appeal to men whether it be through humor or sex appeal.
Recently Miller Lite launched a new commercial for their vortex bottles. The commercial features a guy in a bar. When he asks for a beer the bartender asks if he wants a vortex bottle. He then questions why he would want a vortex bottle, and then it is revealed he is wearing sunglasses inside and his "manliness" is questioned and made fun of.
This commercial is funny but it is also effective. For one, it is sending the message that people who want to be manly should drink Miller Lite. But also it does something else. It promotes the vortex bottle and gets people to think about the bottle and to ultimately consider purchasing it. For this I give Miller Lite credit, because the product itself is pretty unremarkable.
The vortex bottle is essentially just a bottle with grooves. Though Miller Lite makes the claim that the vortex bottle improves the beer and makes it taste better and more smooth, it is really just a marketing ploy and does not enhance the beer at all. Yet the commercial is giving attention to the vortex bottle and making it seem innovative.
Though this commercial may not make someone go out and buy the vortex bottles, it does cause them to take notice of this product. This means that when consumers are at their local liquor store and they happen to be looking for what beer to buy, they might see the vortex bottles and think back to the commercial. As a result, these viewers may give the vortex bottles a try.
Overall, this seems to be an effective commercial and Miller Lite does a good job of bringing attention to an average product like the vortex bottle.
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