For years, bored beer marketing departments have been finding more and more tediously useless gimmicks to make the seemingly relaxing task of pouring beer down my throat more complicated than it needs to be.
There's been the Coors cold-activated bottles and cans, the Coors vented wide-mouth can (and now a double-vented wide-mouth can! For double the venting power!), the Bud Light label bottles where they gave you a little area to scratch your name (or, most likely, some profanity or a lewd drawing), the Miller punch-top can and most infamously – for me, at least – the Miller vortex bottle, which was supposed to funnel the beer into your mouth with some cyclone action, but really just gave the liquid some bonus moguls to bounce over on its way out of the bottle. Not NASA's finest work.
This past Thanksgiving, I discovered my Miller Lite can had a Taste Protector Lid. Let's just sidestep the whole question of what exactly a Taste Protector Lid does to earn that title (apparently nothing more than a regular ol' lid. It's the equivalent of Ford promoting their new cars by calling the hood a Engine Protector Lid), and instead focus on Miller's blindness to the fact that if I cared about the taste of my beer, I wouldn't be drinking Miller Lite. Or any light beer, period.
It seems that the bored brain trust, however, has found a gimmick that I can get behind: going retro.
Miller announced the launch of the new Original Lite can on 12-, 16- and 24-ounce cans of Miller Lite. The limited edition can, a replica of the 1975 Miller Lite can that helped spawn the light beer craze, will be available in stores starting on Jan. 1 and will be available through March 2014.
It's a nifty little throwback. No, I wasn't alive – much less able to drink – back when the can was originally out in 1975, so I have no personal or emotional connection to it. But it's a good, classic looking can – dare I say classy? I don't, but I'm tempted – and if they're going to spend money on a marketing gimmick, might as well make it a clean-looking, well-done nod to the past rather than Triple-Vented Flavor Protection Siding or a Flavor-Activation Tab or something like that.
It looks almost identical to the old original can. From the looks of the publicity photos, they didn't quite go all out and give it the old soup can look (they also changed the inscription on the back to make reference to its limited edition status). But that's just nitpicking. Otherwise else, they did a great job of making it look like it was pulled right out of the Ford administration.
The Original Lite can will also apparently be making an appearance in the upcoming Christmas release "Anchorman 2: The Legendary Advertising Campaign Continues."
1 comment about this article.
Post your comment/review now
Disclaimer: Please note that Facebook comments are posted through Facebook and cannot be approved, edited or declined by OnMilwaukee.com. The opinions expressed in Facebook comments do not necessarily reflect those of OnMilwaukee.com or its staff.
Recent Articles & Blogs by Matt Mueller
Published Oct. 20, 2014
In 2012, comedian Tig Notaro went through a series of intense, significant personal crises that would be overwhelming in a four-year stretch, much less in merely four months. In a matter of a few months, Notaro faced a break-up, a sudden death in the family and two potentially fatal ailments. And in the middle of all of that, she had a stand-up gig at Largo in Los Angeles. The rest, as the cliché says, is history.
Published Oct. 16, 2014
A little over a decade ago, Milwaukee musician and Testa Rosa lead vocalist Betty Blexrud-Strigens got a chance to see the legendary Patti Smith in Madison. Even though the show came quite some time after Smith's punk glory years, Blexrud-Strigens still remembers the rock legend providing a charge. Now, it's up to Blexrud-Strigens and a roster of Milwaukee artists and musicians to bring that essence back to the stage with "Smith Uncovered."
Published Oct. 15, 2014
After three years, The Rural Alberta Advantage is taking a new album on the road, including a return stop at Turner Hall Ballroom on Wednesday, Oct. 15 at 8 p.m. Before then, however, OnMilwaukee.com chatted with the band's drummer Paul Banwatt about the process behind "Mended with Gold," looking back at the band's past and spending some time in a creepy Canadian cabin. And, of course, hockey.
Published Oct. 14, 2014
Judged as awards bait, "Kill the Messenger" won't likely snag the golden glory it's looking for. Once you remove the arbitrary frame of awards season, "Kill the Messenger" is a solid, satisfyingly unpredictable and well performed journalism drama that - following the lead of "Shattered Glass" and, of course, "All the President's Men" - often plays like a tense thriller.
Published Oct. 13, 2014
At the end of the month, the Milwaukee Public Museum will celebrate the fall - as well as its current "Alien Worlds and Androids" exhibit - with a Sci-Fi Film Fest. Every Thursday and Saturday (save for Thanksgiving) from Oct. 23 through Nov. 29, the museum will screen a sci-fi flick in the Dome Theater.
Published Oct. 12, 2014
How does one stretch a barely 30-page short story of accumulated gripes and grumbles into a feature length film? In the case of "Alexander and the Terrible, Horrible, No Good, Very Bad Day," the answer is simple: poorly. By the time its 82-minute running time comes to a grateful close - and all of the cliché, contrived and crude chaos with it - Alexander's bad day has morphed into the audience's bad day.
Published Oct. 10, 2014
Few bands have come out of the gates as strongly as Milwaukee's own Field Report. So it's safe to say the bar was set high for Field Report's eventual sophomore attempt, one nicely cleared by "Marigolden," released Tuesday, Oct. 7.
Published Oct. 7, 2014
Just when it seemed like the 2014 Milwaukee Film Festival was just beginning. As it turns out, 14 days goes extremely fast, as the sixth annual cinema extravaganza comes to a close Thursday night. But let's not quite start throwing dirt on the festival's casket quite yet. There still are three days of movies, filled with plenty of great options to offer. Here are some of the best of the rest of the 2014 Milwaukee Film Festival.
Published Oct. 6, 2014
If the opening moment of "Wetlands" desperately pleads against its existence, the ensuing 109 minutes of youthfully exuberant gross-out comedy - currently showing at the Milwaukee Film Festival with a final showing Monday night at the Times Cinema at 10 p.m. - couldn't be a more enthusiastic endorsement for it.
Published Oct. 6, 2014
This afternoon, William Stace - founder of the Miramar Theatre - announced that he and Larry Widen, former owner of the Times and Rosebud Cinemas, have together formed a group called The Milwaukee Theatre Alliance. The group's goal is to purchase the long-closed Modjeska Theatre and reopen it as a multi-use performing arts space.