Miller Goes Wider on Fall NFL Promo - Miller Brewing - Brief Article - Statistical Data Included

Brandweek, June 28, 1999 by Gerry Khermouch

Miller Brewing this fall will step up its National Football League-related promotions around Miller Lite, but plans for "Millerennium" themed activities have been scaled back as the brand refocuses on core equities.

Miller and promo agency Zipatoni, St. Louis, will add more in-pack NFL guides, broaden availability of a popular inflatable chair, and take the brand's new pilsner glass icon to on-premise with three team-specific designs, plus NFL and Super Bowl designs.

That's an expansion of NFL activity in '98, but a retreat from the quirky efforts of '97 that included an off-kilter national cheerleader tryout, per the now-repudiated Dick" ad push.

While Miller moved early to trademark the Millerennium catchphrase as a peg for Millennium activities, word is that effort has been downsized, likely to local-level activities or a sub-theme of existing promos such as the Miller Genuine Draft Blind Date program.

The NFL effort starts in August with team- and schedule-specific POP, then moves on Labor Day to the venerable NFL preview booklet. This year, to drive repeat purchases, each 12-pack or larger features one of three guides, not one; new are a Super Bowl XXXIV guide that reviews the 33 earlier games and includes players' favorite party recipes, and a fan's guide including the 10 best games ever played. The booklets carry subscription discounts to Sports Illustrated.

For fall, Miller adds a cross merchandising deal with General Mills on the Chex Mix and Bugles snack brands under the theme "Tailgate here, there's beer." For the holidays, the NFL tie becomes Lite's main vehicle for displays, melding holiday and football imagery under the theme "Eat and drink football for the holidays." A consumer element is still in development.

Given the stunning popularity of the brand's inflatable chair, which sold 30,000 units in its fourth year last year, the window is being extended to begin right around Labor Day this year.