In a 2015 NY Times interview, Backer lamented that “ the human side of the business has gone out of the marketing business,” and noted that “building brands is about making them human and personal. “You need not act like a millennial to appeal to a millennial,” Ryan Marek, director of economy brands at Miller High Life, told Ad Age. “This is a lesson a lot of brands are learning within beer and across a lot of other categories as well. According to an article in Ad Age, this new old campaign also seeks to reach millennial beer drinkers, albeit less obviously (and also in a way that can potentially reach females). The Miller jingle, “If You’ve Got the Time, We’ve Got the Beer,” was resurrected by Philadelphia agency Quaker City Mercantile, which landed the account following a stint at Leo Burnett, which rolled out the “I Am Rich” campaign targeting millennials. But if you come up with what’s basically a little hymn to getting the world together, it’s a contribution,” continued the quote, which was cited in the NYT’s Backer remembrance when he died earlier this year. Walter Thompson or Backer Spielvogel Bates,” Backer told The New York Times in 1993, when he was retiring from the ad world to indulge his hobby as a Thoroughbred horse breeder in Virginia, where he also worked on land preservation issues. “Those are temporal, self-aggrandizing entities. Before passing away in May at age 89, Backer contributed to the pop lexicon such tunes as Coca Cola’s “I’d Like to Teach the World to Sing” and “Things Go Better with Coke (after Coke, after Coke),” Campbell’s “Soup is Good Food” and that feel-good crowd-pleaser for Löwenbräu “Here’s to good friends, tonight is kind of special.” No mere set dressing, Backer put it to good use. He was acknowledged as one of the inspirations for the Don Draper character in “Madmen.” Unlike Draper, however, Backer, was a music man - penning tune-fueled stage productions during his school years, and later gaining notoriety as the adman who kept a grand piano in his office. MillerCoors has gone back to the future as it seeks to reposition its Miller High Life brand with Bob Backer’s classic jingle from the ’70s: “If you’ve got the time, we’ve got the beer.”īacker, who also invented “Miller Time,” made his name at McCann Erickson, where he earned the epithet “legendary” before leaving to form his own agency, Backer Spielvogel.
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