In a culture increasingly devoid of positive male virtues, and a category ruled by the sophomoric antics of Bud, Miller Lite sought to create an alternative culture of beer and men that would be more in tune with their evolved drinkers.Historically men have held each other to unwritten standards. Lite redefined these rules of men and beer in the name of taste and called it Man Law. Man Law became a powerful forum where rules were debated/clarified, always over a frosty Miller Lite.Owning the ritual of male debate, Lite became increasingly relevant in the times/places where men convene over beer.

Television launched nationally with 3 spots and manlaws.com went live May 15. Over the next few months, additional spots rolled out, manlaws.com was updated, and OOH and radio launched nationally. On-premise teams brought Man Law into bars where patrons participated in and debated Man Law. Partnerships were founded with FHM, SI, ESPN and Yahoo, further extending Man Law into new forms of print and digital. A contest launched mid-June inviting men to submit videos vying for a role in the second round of TV spots. Bottle wraps invited consumers to vote on Man Laws via SMS, with results shared on manlaws.com.