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 Nov. 30, 2016
Marcus Lemonis' recent visit to Milwaukee for "The Profit" may not have gone according to plan, but he still has his sights on the Cream City, as his Bentley's Pet Stuff chain will open six new shops in around the city this weekend.
Published Nov. 29, 2016
While scenic designer Todd Edward Ivins' knowledge of the Milwaukee Rep's "A Christmas Carol" was mostly a blank slate, he was more than aware of the daunting legacy before him when he began work helping to reimagine the holiday classic.
Published Nov. 29, 2016
For many, Election Day was a day of shellshocked hurt, disappointment and fear. But today is a new day, and it's time to go to work doing good and helping those in need. Here are just a few ways you can reach out and make a difference.
Published Nov. 28, 2016
Christmas came early for Milwaukee, as Vogue Magazine gifted the city a flattering place in its recent "5 Industrial Cities Making America's Rust Belt Shine Again" travel article. See what they had to say!
Published Nov. 27, 2016
Netflix's much-anticipated "Gilmore Girls: A Year in the Life" premiered this holiday weekend, and, while most of the show played like a sloppy but warmly satisfying Thanksgiving dinner, the ending left an uneasy aftertaste.
Published Nov. 22, 2016
Kenneth Lonergan's movie "Manchester By the Sea" has been a part of Oscar talk ever since January, but before it hits town, audiences can get a taste of his work with the Chamber's "Lobby Hero." We learned more about the show and why Lonergan's material works so well.
Published Nov. 22, 2016
Christmas has come early for Netflix subscribers, as the service announced its new arrivals for December - including "Captain America: Civil War," only the biggest movie of the year. And that's far from all. Here's everything coming and going next month.
Published Nov. 21, 2016
Some excitement quite literally hit Farwell Avenue early Monday afternoon, as a significant part of a building set for demolition fell onto the street.
Published Nov. 20, 2016
Despite being surrounded by the unfamiliar, I felt like I was cozily at home during my stay at The Astor Hotel - and that's a pretty impressive achievement for a hotel, especially when a guest's guts are actively staging a violent coup against him.
Published Nov. 16, 2016
Progress is moving fast on The Westin Milwaukee hotel - which will hold 220 rooms and a restaurant when it opens in June 2017 - and as evidence, this morning, The Westin hosted a special ceremony and a tour of the views and rooms in progress.