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Miller unveils new summer promotion.

Miller Brewing Co. will try to prove that summertime is "Miller Time" in a three-phased, multi-brand promotion that will begin next month.

The new campaign will focus on Miller High Life, Lite, Genuine Draft and Genuine Draft Light, a brewery spokesperson reported.

"Consumers will be able to enjoy the vacation months even more by taking advantage of the summertime merchandise offerings tied in with this three-month promotion," said Deno Syrios, Miller's director of consumer promotions.

The first part of the promotion will offer consumers a chance to win a bottle cap-shaped inflatable raft, which has "Miller Time" printed on its top surface. Consumers can write in to order the raft, or call a toll-free number to be featured on point-of-sale materials, Syrios noted.

In June, the theme of the promotion will move from water to sand with an official U.S. Volleyball Team merchandise offer. Using the same toll-free number, consumers can order a team T-shirt or volleyball.

The finale of the season, Syrios continued, arrives in July with an on-pack certificate good for discounts on compact discs and cassettes for select music labels.

Television ads, supporting all three themes in select markets, were developed by Leo Burnett, Chicago.
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Title Annotation:Miller Brewing Co.'s Miller Time advertising campaign
Publication:Modern Brewery Age
Date:Apr 6, 1992
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