Miller Lite Unveils Scratch 'N Sniff Cans; One Million Unusual Prizes Awarded in Summer Promotion.

MILWAUKEE--(BUSINESS WIRE)--May 27, 1998--Declaring the sense of smell the last frontier of the marketing world, Miller Lite is rolling out its Scratch `n Sniff summer promotion on Memorial Day weekend. The popular beer brand is giving away one million prizes, where legal, to beer drinkers, 21 and older, who smell certain scents of summer on their Miller Lite cans. This is the first time scratch and sniff technology has been used on such a large scale in the beverage industry.

Miller Lite's Scratch `n Sniff promotion coincides with the summer beer-selling season and stokes the brand's reputation for fun, unpredictable marketing. The first Scratch `n Sniff promotion of its kind, the prizes are anything but ordinary:

Smell suntan lotion, win:   A trip to a Sports Illustrated Swimsuit
                              Issue shoot
Smell menthol rub, win:     An ESPN Sports Pass to one of three
                              All-Star games
Smell pizza, win:           A trip to watch da basketball game in
                              Chicago
Smell coconut, win:         A trip to Barbados
Smell burnt rubber, win:    The chance to hang out with a real life
                              pit crew
Smell beef, win:            A generous supply (400 lbs.) of red meat
Smell turf, win:            The chance to yell GOAAALLL at a soccer
                              game
Smell toenail polish, win:  Miller Time sandals

Twenty-seven different Scratch `n Sniff stickers will be affixed to plastic lids on top of Miller Lite beer cans, where legal. Beer drinkers who get a Scratch `n Sniff can in their multi-pack of Miller Lite will know instantly if they've won, just by smelling the sticker under the lid.

"There's no limit to what we can do when it's Miller Time," said Mike Johnson, Miller Lite marketing director. "We're bringing beer drinkers the smells of summer in a unique way and giving them some great prizes."

Cans are available wherever Miller Lite is sold in states where the promotion is legal. In some states, consumers will receive a Scratch `n Sniff entry card in specially marked packages.

Miller Lite Scratch `n Sniff prizes will be given out in two waves. There's one set of smells and prizes for the Memorial Day campaign, then a new batch for Fourth of July.

Miller Brewing is a wholly owned subsidiary of Philip Morris Companies Inc. Principal beer brands include Miller Lite, Miller Genuine Draft, Miller Genuine Draft Light, Miller High Life, Miller Beer, Lowenbrau, Meister Brau and Milwaukee's Best. Primary products from Plank Road Brewery, a small division of Miller, include ICEHOUSE and Red Dog. Miller also brews Sharp's, a non-alcohol beer.

CONTACT: Miller Brewing Co.

Gina Shaffer, 414/931-3848

or

Ketchum PR

Nikki Chase, 312/228-6857