Miller High Life Brings 'Moon Girl' Back to Life.

THE MILLER HIGH LIFE MAN --after eight years and some 60 spots--may have already seemed retired. Now he really is: In a new campaign, via Wieden + Kennedy, Port-land, Ore., the brewer will replace him with an updated version of the Miller girl-in-the-moon label icon and dust off the brand's "Champagne of beers" slogan, adding the tag, "Savor the High Life."

In 90-, 60- and 30-second executions of an introductory spot, premiering this week on Survivor on CBS, Miller Brewing recalls the 100-year-plus history of the brand while offering how Miller High Life can be there when new memories are created.

Versions of the "Girl in the Moon" spot, for which Miller was also trying to buy a 90-second prime time slot at press time, use historical still frames animated for a Viewmaster movie-like 3-D effect. "I want to tell you everything I know, everything there is to savor," says the girl over the photo montage. A full campaign will follow.

Mark Rodman, principal at Beverage Distribution Consultants, Swampscott, Mass., said that at a time when "wine is the new beer" it is a good move for Miller to revive the "Champagne of beers" slogan. "They need that line back," said Rodman. "The lunch-pail drinker is a crucial part of the market; that's where the volume is."

Miller High Life is down more than 4% for the 52 weeks ending Aug. 7, with sales of about $180 million, per IRI, but holding as the 11th best-selling brew. Miller has consistently backed the brand with about $12 million in media during each of the last three years, per Nielsen Monitor-Plus.

Tom McLoughlin, High Life brand director, Milwaukee, said Miller would "significantly increase spending" on the brand in the next year. A source estimated a 50% bump to introduce the Miller girl.

"It strikes a cord of authenticity," said McLoughlin. "That's our belief on how to grow a heritage brand. We believe there's an emotional territory we've carved out that invites them in." McLoughlin wants to broaden High Life's appeal to a younger and more female demographic, while retaining the core older, blue-collar drinker.

"High Life has always been for guys who carry lunch pails and sneer at lifting pinkies when they drink," said Tom Pirko, principal at Bevmark, a consultancy in Santa Ynez, Calif. "It needs to remain a self-esteem brand. That's a big issue for this [older] demographic."

PHOTO (COLOR): What's brewing: Miller High Life's girl in the moon stars in new history-laden campaign.

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By Gregory Solman