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ADVERTISING & MARKETING | Notes

Miller Launches New Ads

June 02, 1999|Reuters

Miller Brewing Co., which last month shook up its top management to reverse a slide in market share linked by many to flawed advertising, has launched new ads for Miller Genuine Draft, or MGD, its No. 2 brand. Miller, a subsidiary of Philip Morris Cos., said the new ads by Wieden & Kennedy of Portland, Ore. have the tagline, "Put a Keg in Your Hand." The brewer had to scrap an earlier MGD ad campaign, also done by Wieden & Kennedy, in March after its distributors rejected scenes of singing brewery workers. Those ads never aired. Miller spokesman Ron Acosta said beer distributors wanted the brand to be showcased in the ads. Last year, Miller spent $95 million to promote its best-selling Lite brand and nearly $50 million on Genuine Draft, according to New York-based Beer Marketer's Insight.

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