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 July 30, 2014
"Hercules" not only bounds over the previously set bar but easily stands on its own right as surprisingly solid B-movie entertainment, a sort of sword-and-sandals variation of the John Wayne classic "The Man Who Shot Liberty Valance" that cleverly hints at subverting and deconstructing its titular legend and the process of mythmaking. It's also a movie in which The Rock throws a horse.
Published July 28, 2014
The haunting music and beauty of "The Phantom of the Opera" - now playing at the Marcus Center for the Performing Arts - can still summon shivers, even right in the middle of the dog days of summer.
Published July 26, 2014
For just two guys, Royal Blood is certainly making a lot of noise. With the band's debut album set to arrive next month, the raucous duo of Mike Kerr and Ben Thatcher is now on the road, with a stop at The Rave Monday, July 28 next up on the schedule. Before then, however, OnMilwaukee.com got a chance to chat with Thatcher about the band's origins, its inspirations and the all-too-deservedly forgotten '90s band Aqua.
Published July 24, 2014
Every now and then, the writers here at OnMilwaukee.com decide to give other, unique jobs a try. Some have tried cheesemaking. Others the ballet. Me? Well, I fought in the Civil War.
Published July 22, 2014
"The Purge: Anarchy" finds DeMonaco coming closer to turning a good premise into an actually good movie. The sequel still feels like a missed opportunity for something smarter, sharper and just overall better, but hey, at least he made a decent horror thriller this time.
Published July 22, 2014
In addition to the successful rotation of the Oriental, the Downer and the Fox Bay movie theaters, the 2014 Milwaukee Film Festival has recruited the Times Cinema to its Avengers team of old school Milwaukee movie houses.
Published July 21, 2014
Thankfully, "Fire and Rescue" is a step above its predecessor, if only because the movie was actually made for big screen consumption this time. Gone is the stiff, antiseptic joylessness of the first film, now upgraded to mere bland competence. If "Planes" was like eating cardboard, "Fire and Rescue" is slightly more digestible cardboard. So progress?
Published July 19, 2014
All musicians create new music. Even the most derivative Top 40 hit features a new combination of notes and lyrics. Very few, however, can claim to have come up with a whole new genre of sound. Chicago blues extraordinaire Corky Siegel is one of those few.
Published July 17, 2014
As a fan rooting for Argentina in the World Cup, last weekend was likely a little rough for Italian crooner Patrizio Buanne. This upcoming weekend, however, is shaping up much more nicely with two headlining performances set for Festa Italiana.
Published July 15, 2014
Today marked the kickoff of the Greater Together Challenge, a competition launched to create awareness, hope and ideas to dismantle segregation, as well as address racial and economic inequality in greater Milwaukee.