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Miller promotion to place T-shirts in cans.

Miller Brewing Co. plans to give away a half million T-shirts tucked into specially designed Miller Lite cans for a summer promotion that begins Memorial Day.

The odds of winning are one in 50 packages, said J. Michael Hart, director of marketing services for the Milwaukee-based brewer.

The T-shirts feature graphics from Miller Lite's "Combinations" television commercials, such as "Full-Contact Golf."

In states where the practice is legal, the shirts will be compressed and placed in commemorative cans.

In areas where Miller is prohibited from putting T-shirts in cans, consumers will be given a chance to win through store displays offering entry forms, according to a news release.

The Coca-Cola Co. ran into problems with a 1990 promotion that featured cans that ejected cash or prize certificates. The soft drink maker scrapped the "MagiCan" promotion after some consumers reported that the prize mechanism jammed and others said cans leaked chlorinated water.

Miller won't have the same problem because the special cans will contain only the T-shirt, spokeswoman Sophia Nieves said. Miller is a wholly owned subsidiary of Philip Morris Companies Inc. Its principal brands include Lite, Miller High Life, Miller Genuine Draft and Lowenbrau. Miller is the nation's No. 2 brewer.
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Title Annotation:Miller Brewing Co.
Publication:Modern Brewery Age
Date:Mar 28, 1994
Words:201
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