Man Law No. 10: No Wimpy Print Campaigns

Miller Light and FHM magazine are reinforcing Man Laws.

The December issue of FHM magazine carries the first installment of a
campaign that seeks to translate into print the current series of “man
laws” television commercials for Miller Lite beer.

In the television campaign, well-known male role models like Burt Reynolds, the rodeo champion Ty Murray, the comedian Eddie Griffin and the boxer Oscar de la Hoya,
sit around a square table and discuss a new code of conduct that manly
men are meant to live by (example: don’t put lime — or any fruit — in
your beer).

Readers can take part in a contest on a special Web site (fhmus.com/manlaws),
to which they can upload photographs to report “violations” of the
laws. The contest is also accepting entries through cellphone text
messages and e-mail messages.

In an example of the trend known as
consumer-generated content, the best entries from the contest will be
compiled in a 16-page booklet to accompany the May issue of FHM. For
readers who cannot wait that long to learn the finer points of “man
laws,” Miller Lite will be the sole sponsor of a 2007 calendar that
will be included free with the January/February issue of FHM.

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Filed under: Beer, interactive, Men, websites, Young Adults