Recently MillerCoors released their newest product called “Henry’s Hard Soda,” an alcoholic soda sweetened with cane sugar in orange and ginger flavors. This release manifests MillerCoors desire to hop onboard the explosive craft beer and more recently the hard cider movement.
Um, okay. Who’s supposed to drink this stuff?
In their first major advertising push on TV and digital marketing, MillerCoors is targeting Generation Xers, those aged 34-54, encouraging them to live “Hard-ish.” Conceptually, the ads feature young suburbanites who have grown up but are not yet ready to commit to being “grownups.”
At fifty-four, it’s probably too late to start thinking about grownup stuff.
Here’s a 15-second spot:
You know, this could have been a whole lot worse. (“Worse-ish”?)