SAB Miller is targeting the urban 25-35-year-old audience with its premium Miller High Life brand of beer, launched in India recently. The brand is being rolled out on the back of a viral contest to select people for ‘The Coolest job' (www.thecoolestjob.com), driven through a Facebook application. Winners will be entrusted with the task of evangelising the brand by promoting it on social media and at experiential campaigns (events). And they're being promised Rs 1,00,000 per month for the same.
Speaking to Business Line , Mr Derek Jones, Director - Marketing, SAB Miller India, said, “Miller High Life is targeted at young professionals in the metros, who embody the brand's philosophy of ‘Work Hard, Party Hard'. The contest is targeted at that segment, and the response has been phenomenal so far, going by fans on Facebook and number of entries.”
To succeed in the contest, an entrant also has to showcase his or her popularity on social media (Facebook) — an element that helps Miller High Life reach out to more people with its core message.
Rollout across major metros
Short-listed candidates will face a round with celebrity judges after applications close on September 15. Winners are expected to be announced in end-October. The beer is priced at Rs 100 per pint (Maharashtra) and is currently available in Mumbai and Pune. A rollout across major metros is being targeted by end-September.
“We have over 80,000 fans on Facebook already and this is growing. Every message from the brand reaches out to each one of them. These early adopters will be the influencers, and will become messengers of the brand, going forward,” added Mr Jones. The digital campaign went live less than three weeks ago.
SAB Miller has a portfolio in India that includes Haywards, Knockout, Foster's, Royal Challenge and Indus Pride, besides super premium offering Peroni, which retails at Rs 235 a pint.
On the role of Miller High Life in the portfolio, Mr Jones said, “The one benefit Miller High Life will bring is that it will strengthen the premium portfolio that we have. With Miller High Life, it is about chasing the experience and creating a niche rather than driving volumes,” Mr Jones added.
With Miller High Life adding to Fosters and Peroni, SAB Miller will look to better its presence at high-end points of consumption.