Miller Brewing Co.
Caption: Miller Brewing Co. has announced it is embarking on a "yearlong commitment" to redefine the 30-year-old Lite brand. Beginning this month, the company will roll out a new logo for all Miller Lite bottles, cans, packaging, point-of-sale materials and signs in stores and on delivery trucks. In addition, brand manager Tom Bick told the press that Miller will make a "significant" increase in the advertising and marketing budget for Miller Lite, although the size of the increase was not specified. As part of the effort, Miller has added another installment to the Miller Lite "Storytellers" television advertising campaign, which it began airing last March.
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|Title Annotation:||aims to redefine Lite brand|
|Publication:||Modern Brewery Age|
|Article Type:||Brief Article|
|Date:||Jan 20, 2003|
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