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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
Geographic Code:1USA
Date:Jan 20, 2003
Previous Article:Miller closing Tumwater.
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