Printer Friendly

MILLER BREWING COMPANY EXPANDS NEW MILLER LITE ADVERTISING TO ENTIRE COUNTRY

 MILWAUKEE, June 8 /PRNewswire/ -- Miller Brewing Company is expanding its new Miller Lite advertising from three test cities to the entire country with the airing of four commercials during NBC's telecast of the NBA world championships on Wednesday, June 9, at 9 p.m. EDT.
 The campaign humorously features Miller Lite's hallmark "Great Taste/Less Filling" slogan and proclaims, "If you can combine great taste and less filling, you can combine anything."
 According to Paul Basquin, low-calorie category director for Miller, "The 'Great Taste/Less Filling' campaign conveys Miller Lite's personality and trademark humor in a way beer drinkers find meaningful and enjoyable."
 The spots, called "Wiener Dog Winter Nationals," "Sumo High Dive," "Big Lawyer Roundup" and "Luge Bowling," pair in a humorous and memorable way two sports or activities that don't typically go together.
 For example, in "Sumo High Dive," a group of television-watching bar patrons are divided between sumo-wrestling and high-diving competitions. The bartender bangs the television with a bottle of Miller Lite and says, "Let's watch both," thereby creating a competition which is a unique combination of the two events.
 Each spot ends with the question, "Can Your Beer Do This?" which emphasizes only Miller Lite can combine great taste with less filling.
 Basquin said Miller's extensive research and test-marketing of the creative in Corpus Christi, Texas; Denver; and Milwaukee assisted in determining the effectiveness of the new campaign and in the decision to roll out the campaign nationally.
 "Beer drinkers love these spots," Basquin said. "In addition to being funny, they've told us this advertising adds a new dimension of creativity and excitement to beer advertising."
 The advertising was created by Leo Burnett, Chicago. In addition to television advertising, the campaign will be supported by radio, print and outdoor advertising as well as retail merchandising support materials.
 Miller is a wholly owned subsidiary of Philip Morris Companies Inc. (NYSE: MO). Principal beer brands include Miller Lite, Miller Genuine Draft, Miller Genuine Draft Light, Miller High Life, Miller Reserve, Lowenbrau, Meister Brau and Milwaukee's Best. Miller also produces Sharp's, a non-alcohol brew.
 -0- 6/8/93
 /CONTACT: Eric Kraus of Miller Brewing Company, 414-931-4307/
 (MO)


CO: Miller Brewing Company ST: Wisconsin IN: FOD SU:

AR -- CL023 -- 6644 06/08/93 15:01 EDT
COPYRIGHT 1993 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Jun 8, 1993
Words:376
Previous Article:WELLCOME STATEMENT ON EARLY INTERVENTION
Next Article:STANDARD LIFE SHOWS MARKED INCREASE IN ANNUITY PREMIUMS
Topics:


Related Articles
Lite announces new advertising.
Lite spots to hit the airwaves.
MILLER LITE 'COMBINATIONS' AND A GOLD MEDAL; CAN YOUR BEER ADVERTISING DO THIS?
KEITH JACKSON JOINS BEER DRINKERS ... IN MATRIMONY; JACKSON DONATES TOTAL FEE FROM NEW MILLER LITE COMMERCIAL TO ALMA MATER
MILLER BREWING FEATURES POPULAR, AWARD-WINNING HOLIDAY SPOT THIS SEASON
MILLER BEER SUGGESTS BEER DRINKERS REACH FOR POSSIBILITIES IN TASTE AND LIFE
MILLER GENUINE DRAFT INTRODUCES NEW PACKAGING AND ADVERTISING
NEW 'THINK WHEN YOU DRINK' DESIGN HIGHLIGHTS MILLER BREWING COMPANY'S RESPONSIBLE CONSUMPTION MESSAGES
Miller Lite Celebrates Packer Super Bowl Victory With Commercial Featuring Local Brewery Workers
Miller hires new advertising agencies for Lite, Miller Genuine Draft.

Terms of use | Copyright © 2016 Farlex, Inc. | Feedback | For webmasters