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Miller signs Bird.

Former Boston Celtic Larry Bird has signed on with Miller Brewing Co. to promote the company's responsible consumption program and participate in other promotional activities.

Terms of the deal and length of agreement were not disclosed.

Richard Strup, senior vice president-marketing for Miller said Bird will be featured in "Think When You Drink" television and radio commercials beginning early next year. His likeness will also appear on point-of-sale materials, print advertisements and merchandise.

"We're extremely pleased to team up with Larry Bird -- one of the greatest basketball players of all time," Strup said. "Larry's honesty and sincerity, combined with the respect he has earned on and off the court, make a highly credible spokesperson for our 'Think When You Drink' program."

"I'm delighted to become associated with such a high-quality company like Miller," explained Bird. "Miller has shown a real commitment to marketing its products responsibly as well as promoting responsible consumption."
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Title Annotation:Miller Brewing Co.; Larry Bird
Publication:Modern Brewery Age
Date:Dec 14, 1992
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