...By Gift BADEWO for TDPel Media.
Miller Light Apologizes for Past Bikini Ads with Woke Commercial
Miller Light has issued an apology for its history of featuring women in bikinis in its advertisements.
The apology comes alongside the release of a new commercial, showcasing comedian Ilana Glazer, which aims to acknowledge and rectify the company’s past missteps.
The campaign, titled ‘Bad $#!T to Good $#!T,’ focuses on supporting women in the brewing process while also promoting sustainability.
Addressing Past Misrepresentations
In the minute-and-thirty-second commercial, Ilana Glazer criticizes Miller Light’s previous campaigns that objectified women through their use of scantily-clad models.
Glazer highlights the fact that women played a crucial role in the history of beer brewing, dating back to ancient civilizations.
She showcases old marketing materials that depicted women in bikinis, pixelating their faces and calling attention to the questionable nature of such portrayals.
Promoting Sustainability and Empowering Women
Miller Light’s new campaign for Women’s History Month involves repurposing old marketing materials into compost, which will be used to make fertilizer.
This fertilizer will then be donated to female hops farmers, allowing them to grow hops that will ultimately be used by female brewers.
The commercial urges viewers to contribute any similar materials they may have to further support the initiative.
Reactions and Potential Backlash
Some critics have compared Miller Light’s woke commercial to the recent controversial Bud Light advertisement featuring a transgender TikTok star, which resulted in a significant loss of market capitalization for Bud Light.
However, it should be noted that Miller Light’s campaign was released prior to the Bud Light controversy.
The response to Miller Light’s commercial has been mixed, with some expressing concerns that companies are losing touch with their audience by embracing woke advertising.
The Path to Redemption
Miller Light’s commercial was created by an all-female team, demonstrating the company’s commitment to empowering women in the beer industry.
The campaign builds upon previous efforts, such as the release of cans featuring Mary Lisle, the first-known female brewer.
The company’s statement emphasized its dedication to recognizing and rectifying past misrepresentations while supporting women who love and brew beer.
Contributing to the Community
As part of the ‘Bad $#!T to Good $#!T’ campaign, Miller Light pledged to donate more than five times the amount spent on the project to the Pink Boots Society.
This nonprofit organization assists women and non-binary individuals in the fermented/alcoholic beverage industry by providing educational opportunities and support for career advancement.
