Quaker City Mercantile | Agency Profile, Contacts, AOR, Client Relationships
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|Main Telephone||(215) 922-5220|
|Main Fax||(215) 922-5228|
Quaker City Mercantile Contacts
|Steven G.||Chief Executive Officer||PA|
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Male Media Opps: Miller High Life revives old slogan for 2017 marketing amid increased spend
Quaker City Mercantile, is aimed at recapturing MHL's share of the economy beer market. Move over, PBR, there's an old beer in town. The new campaign features MHL's classic slogan - "if you've got the time, we've got the beer" - which hasn't been used since the 1970s.
Per MillerCoors CMO David Kroll: "High Life offers quality for the everyman in a way that is unfortunately rare in today's world." I honestly have no idea what that means, but it does convey that High Life isn't looking to appeal to those with champagne wishes, but those with champagne of beers wishes. Basically, said Kroll in a memo to distributors, "we're re-booting the story of the brand." So far, five spots have debuted as part of this campaign - one last fall, two in March and two at the beginning of June.
According to Ryan Marek, director of economy brands for Miller High Life, spend for the brand is increasing, beginning late last year. In fact, MillerCoors is looking to spark growth across its entire economy portfolio. The new ads replace the last work from Leo Burnett - "I am Rich." Those spots, said execs, taught the brand that "you need not act like a millennial to appeal to a millennial." Marek added that: "You have to be authentic. Because people sniff through the bullshit."
MHL has already more than tripled TV spend for the brand, and almost doubled digital display spend, so sellers should be looking here for dollars. Marek also mentioned that the brand is looking to become less male-centric, so I guess those who can reach poor people of all stripes who like to party, if you've got the ad space, MHL's got the money.
Agency readers - MillerCoors recently shifted media to a dedicated Publicis entity called Connect (more here).
National TV Spend: So far this year, MHL has spent $10.2 million on five national TV spots (all part of the aforementioned campaign). This is 307% increase from spend during the same period 2016 - $2.8 million (the "I am Rich" spots). See
For full 2016, MHL spent $13.6 million - most of which was allocated to H2. For full 2015, only $5.5 million was spent in this channel.
Digital Breakdown: According to Pathmatics, MHL has spent $551,000 on digital display ads so far this year (166.0 million impressions). The majority of these ads have been desktop (96%), with a few mobile ads (4%) and have been placed 100% through TubeMogul (DSP).
Top ad destinations include: aol.com, lifehacker.com, avclub.com, break.com and cagesideseats.com. As with TV spend, this is up significantly from the same period 2016 (196%, to be exact) - when $186,000 was spent on digital display ads.
For full 2016, MHL spent just under $400,000 in this channel.
250 South Wacker Dr.
Chicago, IL 60606
Chief Marketing Officer
Vice President, Marketing - Emerging & Economy Brands
Direct Dial: (312) 496-5734