Miller Makes It Right

We watched the Kavanaugh hearing in its entirety and were devastated that a man accused of sexual assault, a man contemptuous of the process of uncovering truth, would be given a place on this country’s highest court. We believe Christine Blasey Ford. We believe the women and men who testified that Brett Kavanaugh has, at times, been a “frequent” and “heavy drinker” and that “When Brett got drunk, he was often belligerent and aggressive.” We were sickened by the taunts of “I like beer” following the Kavanaugh hearing and accompanying his swearing-in ceremony: These celebrations of beer as a symbol of unchecked male power and a weapon against women. This lack of empathy for a courageous women who made public the pain acted upon her.

We asked ourselves: If beer is to be weaponized, could it become a tool for the protection of women? We imagined: What if Christine Blasey Ford’s testimony and regrets over the hateful mantra of “I like beer” pivoted MillerCoors from being a company that supported Trump’s campaign to a company reinterpreting their tagline “Miller Makes it Right” in the context of #MeToo? What if MillerCoors proposed, not just a media campaign, but a new product capable of holding “heavy drinkers who get aggressive” accountable? The Gillette campaign redefined their tagline “The Best A Man Can Get,” selectively appropriating #MeToo as corporate strategy. Gillette’s press release presents #MeToo in language that’s thin on substance or action. The MillerMakesItRight Beer-Cam rewrites that statement by proposing a campaign with real consequences and protections.

— Rebekah Modrak and Kenzie King