Sports & Cultural Pride

Miller to kick off fall with two promotions

MILWAUKEE -- Two new promotions will keep Miller Brewing Co. products in the limelight as summer turns to fall.

First, Miller will welcome football season with its Tailgating with Milwaukee's Best promotion from Thursday, Sept. 1, through Monday, Oct. 31, 2005.

Point-of-sale signage will encourage tailgaters to enjoy a beer brewed for a man's taste. The signage also will instruct beer drinkers on how to enter for the chance to win the mother of all tailgate trucks, a pickup truck fully loaded with a cooler and barbecue grill.[image-nocss] p>

The tailgate-themed POS attracts the attention of men 28 to 34 years old, according to Miller. The promotion is designed to increase brand awareness and active consideration of Milwaukee's Best Light, Milwaukee's Best Ice and Milwaukee's Best during the fall.

A second promotion emphasizes the role of Miller Lite and Miller Genuine Draftin the context of culturally relevant celebrations; in this case, Hispanic Fiestas Patrias, or celebrations of Hispanic independence.

From Sept. 1 through Sunday, Oct. 16, 2005, Miller will encourage Hispanic consumers to celebrate the independence of their homelands with Miller Lite and Miller Genuine Draft. The promotion will include the celebrations of Mexican independences and those of seven other Latin American countries.

Hispanic Heritage month also runs from mid-September thought mid-October.

POS for the two promotions will include base wraps, static stickers, display cards, table tents and string pennants.