Food Industry
Industry: Email Alert RSS FeedHigh Life to get renewed support
Modern Brewery Age, Sept 15, 1997
Miller vice president of marketing Jack Rooney has said that he wants to "jump staff" ad support for High Life, as one part of the company's strategy of supporting core brands.
Ad Age said that the brewer is unlikely to spend a "huge amount of money" on the brand, with any TV probably concentrated in spot efforts.
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Miller spent $1.4 million on High Life in 1996, according to Competitive Media Reporting. This was a drop from 1995, when the company spent $3.5 million on High Life, including $1.2 million on spot TV and $1 million on cable.
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