TITLE

Miller Genuine Debacle: Brewer kills new ad push

AUTHOR(S)
Arndorfer, James B.
PUB. DATE
March 1999
SOURCE
Advertising Age;3/15/1999, Vol. 70 Issue 11, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article deals with the advertising campaign created by Wieden & Kennedy for Miller Genuine Draft of Miller Brewing Co. The advertisement emphasized the cold-filter brewing process for Genuine Draft and featured singing brewery workers. Wholesalers liked the message but thought the delivery was silly. Miller's response to wholesaler criticism marks a sharp contrast to its reaction to the same group's complaints about Lite and Genuine Draft in January 1997. Most wholesalers have embraced the more broad-based Lite advertisements, which revive the celebrity and ex-jock theme that built the brand in the 1970s and 1980s.
ACCESSION #
1661588

 

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