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Miller Sponsors Binge Drinking Movie— “Animal House”

Despite frequent reminders to “Live Responsibly,” Miller Brewing Co., has attached its Miller Lite brand to Universal Studio’s 25th anniversary re-release DVD of the frat comedy ‘Animal House’—a film that celebrates binge drinking.

Miller’s Web site says it “has had a long-standing commitment to promoting responsible consumption.” So why would Miller sponsor a movie that seemingly advocates such irresponsible behavior—like when John Belushi (Bluto) chugs a bottle of Jack Daniels in less than a minute?

Research shows that alcohol advertising and promotion often create an environment that encourages teen drinking.¹ By sponsoring “Animal House,” a movie where “beer is portrayed as the fuel and lubricant of American fun,”² Miller is sending the wrong message to youth.

In an IEG sponsorship report, Miller talked about its past promotional activities and future sponsorship goals. In that report Miller stated, “our core age group is no longer compromised of Gen Xers. We are now dealing with Millenials, whom research shows appreciate bigger and better marketing.” Perhaps Miller is hoping that the Millenials—those born in or after 1982³ and nearly all too young to legally drink—will appreciate “Animal House” enough to buy Miller’s beer as soon as they can.

¹ University of Minnesota, Alcohol Epidemiology Program www.epi.umn.edu/alcohol/policy/advrtsng.html

² Robert Thompson, Syracuse University professor, as quoted in Advertising Age, August 18, 2003.

³ Neil Howe and William Strauss, “Millenials Rising, The Next Generation”, www.millennialsrising.com