TITLE

Taking time on Miller time

PUB. DATE
August 1999
SOURCE
Advertising Age;8/9/1999, Vol. 70 Issue 33, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article comments on how Miller Brewing Co. has handled its choices in terms of marketing its Miller Lite and Miller Genuine Draft in the 1990s. The new Miller agencies, WPP Group's Ogilvy & Mather and J. Walter Thompson USA, will server their client best by studying these brands long and before producing a single spot. The beer industry has changed drastically since Miller created a domestic market light beer and then brought in the bottled draft segment. Judging from these and other statements, the new stewards of Lite and MGD at least seem headed in the right direction: toward first finding out how these two brands fit into the competitive environment of today and then advertising that, not just entertainingly, but persuasively, to consumers.
ACCESSION #
2146332

 

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