Thursday, August 27, 2009

Baltimore ad agency markets Miller High Life in Vietnam

Brewer SABMiller is marketing Miller High Life to Vietnam with the help of a Baltimore agency, Trahan Burden & Charles. The theme of the ad campaign is “It’s American time, it’s Miller time.”

According to research, Vietnamese people believe that “an American brand means quality.”

While the memories of the American military and the Vietnam War are still present in the older Vietnamese generation, the median age of Vietnam is 25 and therefore has no memory of the war. “There’s almost no negative [opinion of] America. They’ve moved on,” stated SABMiller marketing president Sally Brophy.

The main attraction of the ad campaign is a television commercial showing Americans enjoying themselves out on the town. Most of the footage was filmed in Baltimore.
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