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Miller to offer stock in Celtics.

Miller to offer stock in Celtics

Miller Genuine Draft will give away 100 shares of stock in the Boston Celtics to each of 30 consumers in a Boston area promotion in April and May, the Miller Brewing Co. announced.

"The Celtics are one of America's greatest sports franchises and the pride of Boston. Their fans and the Boston Garden are legendary," said Tom Cardella, brand manager, Miller. "Miller Genuine Draft is proud to be identified with the Boston Celtics and their winning tradition."

The "shot at Taking Stock in the Celtics" promotion features a variety of ways for people to become Celtics shareholders. Twenty winners will find certificates redeemable for Celtics stock in Miller Genuine Draft 12-packs of cans or bottles. Five winners will be identified through a radio promotion with a local radio station, and five will be selected from mail-in entries.

To drive the promotion, a 30-second television commercial, featuring comedian Dennis Miller, will air during all Celtics games and Celtics NBA telecasts on CBS in March and April. The TV commercial was shot in the Boston Garden. A radio spot, also featuring Dennis Miller, will complement the TV spot and will run locally on area stations.
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Title Annotation:Miller Brewing Co.
Publication:Modern Brewery Age
Date:Feb 26, 1990
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