Lone Star Specials
Miller Brewing Co. exploded a year-long firecracker last month when it kicked off an estimated $20 million True to Texas campaign for Miller Lite. The ad and promotion effort centers on music, sports – especially baseball and Texas-only boxing tourneys – and community activities including those of nonprofit group Keep Texas Beautiful.
Miller Lite reps hit restaurants and bars on March 2 – Texas Independence Day – to buy Miller Lites for all patrons. General-market ads broke simultaneously, supported by a Spanish-language effort including a Win a Cantina for Your Casa sweeps, broadcast and outdoor ads, and rodeo, wrestling, and soccer sponsorships.
Miller Lite Live Music kicks off in spring and runs through fall, sponsoring concerts by 15 top Texas bands. Each band will be included on a compilation CD to benefit Keep Texas Beautiful.
On-premise activities include an ongoing “We’re Talking Texas” promo that invites consumers to answer trivia questions and talk about their feelings for the state. The best responses may air on radio spots later this year.
For off-premise, Miller will run a March-June sweepstakes awarding a trip to Cooperstown, NY, for native son Nolan Ryan’s induction into the Baseball Hall of Fame. Ryan also will appear in radio and outdoor ads for Miller’s Think While You Drink moderation campaign.
This spring, Miller kicks off the second Miller Lite Texas Title Belt, a statewide pro boxing series that benefits United Way. With more events than last year, the series will host 100-plus pro boxers across the state.
Zipatoni, St. Louis, and GMR Marketing, New Berlin, WI, are Miller’s promotion and event agencies of record, respectively.
Beer marketers love Texas because Texans love beer. Only Californians buy more beer – 282 million cases in 1996, compared with 237 million in Texas.
