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Miller Lite lets consumers buy "Larry's Stuff" in basketball promo.

Miller Lite drinkers in New England will have an opportunity this summer to instantly win "Larry's Stuff," merchandise featuring the name or number of the former Boston Celtics star.

Larry's Stuff sweepstakes certificates will be inserted in packages of Miller Lite were legal. Consumers can mail in forms to enter the sweepstakes.

The prizes for "Larry's Summer Spectacular" include Bird/Celtics hats, gym bags, Celtics championship beach towels and T-shirts.

There are also special prizes of limited edition and authentic game jerseys and commemorative basketballs on which are printed lists of Bird's many accomplishments.

The promotion begins in mid-May and will be supported by a television commercial and radio spots in major cities.

In addition, point-of-sale items will include stand-up cutouts of Bird wearing a Lite T-shirt, plus display cards, banners and static stickers.
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Title Annotation:Miller Brewing Co.
Publication:Modern Brewery Age
Date:Apr 26, 1993
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