Miller Lite responds to Bud Light corn syrup attack | CMO Strategy

MillerCoors began its counterattack against Bud Light Tuesday with a full-page ad in the New York Times that defends the use of corn syrup by Miller Lite.

The advertisement, addressed to "American beer drinkers", distinguishes between corn syrup and high fructose corn syrup, which MillerCoors does not use. "To be clear," corn syrup "is a normal part of the brewing process and does not even end up in your tasteful Miller Lite box," says the ad.

Anheuser-Busch InBev used three ads from the Super Bowl Bud Light from Wieden & Kennedy New York to illustrate MillerCoors' use of corn syrup by showing big casks delivered to the legendary kingdoms of Coors Light and Miller Lite in the part of the ongoing campaign on the medieval theme of Bud Light. Commercials has drawn a reproach from the corn industry.

Chicago-based MillerCoors has sought to mobilize some of the company's support in its advertising by noting that it was sourcing corn syrup in the "heart of America."

"It is unfortunate that our competitor's Big Game advertising has created a" useless story ", says the advertisement in the New York Times, which is that of DDB Chicago. "However, we thank them for initiating this conversation on such a big stage, as this allows us to clarify the truth and remind beer drinkers that Miller Lite has more taste than Bud Light with fewer calories and half less carbohydrates. "

A spokesman for MillerCoors said that the New York Times announcement would be followed by other marketing activities, including on social media. "We think it's strange that Bud Light is creating controversy about something that is not in your beer can, since it's consumed during the fermentation process," he said. he stated in an email.

AB InBev said in a statement: "The Bud Light campaign has always been about transparency and consumer satisfaction and we are pleased that other brewers have joined us for this conversation. can only be beneficial for beer. "

The brewer went on to say that "although Bud Light has never used corn syrup, Anheuser-Busch uses it in certain value-based, price-driven brands." Anheuser-Busch proudly supports farmers and the world. We sourced ingredients from American farmers, including 98% of our barley, 100% of our rice and all of our corn.Anheuser-Busch has bought more than one billion pounds of corn ingredients last year. We fully support the corn producers and will continue to invest in the corn industry.

The brewer added, "Consumers have made Bud Light the best-selling beer in the United States, because it's a quality lager, made up of four simple ingredients: water, barley, rice and hops. It's a fact. "

Below, the full announcement of Miller Lite.