MAN UP!

Here's an example of Miller Lite's "Man Up" campaign which features men doing "unmanly" things such as wearing skinny jeans, whimpering at the airport because he's leaving his girlfriend for two days (the girlfriend is obviously completely fine with it), or lugging around a carry-all.

Completely ignoring the fact that this campaign is being called sexist and homophobic, Draft FCB's attempt to change the perception of Miller Lite's masculinity is a complete failure.  MillerCoors should have done more marketing research before writing up a creative brief for Draft FCB.  The vortex bottle neck is a gimmick much like Coors Light cold activated label (Bud Light jumped on the bandwagon with its customizable bottle labels).  The vortex bottle does not provide any "enhanced beveragification" but gives them a chance to make up a word that nobody ever uses.  Maybe if MillerCoors' marketing research had shown that Miller Lite doesn't taste great, resources would have been devoted to creating a new recipe.

However, I do not work for MillerCoors' marketing department.  I want to create ad campaigns, and ad campaigns I shall create.  Ad campaigns that are better than this.  If I were working for Draft FCB, here's what I would do:

I wanted to focus on simplicity.  Other beer commercials focus on the image one portrays while drinking said beverage.  Those commercials tell you how men should behave and give you unreasonable expectations.  The "Man of the Day" campaign relies on men doing something nice just for the sake of doing something nice and get a reward in the process showing positive reinforcement which is more effective in influencing one's behavior than negative reinforcement.  Instead of having poor Guy berated by his bros for drinking an inferior beer, we have lucky Sean sharing a cold one with a beautiful woman and her sweet grandmother.