Lite Super Bowl materials include football figurines - Miller Brewing Inc. makes available Super Bowl football figurines as promotional materials

Modern Brewery Age, Dec 16, 1991

Lite Super Bowl materials include football figurines

Miller Lite, a sponsor of Super Bowl XXVI, has made available a line-up of football-themed promotional materials for on- and off-premise use during the upcoming National Football League playoffs.

According to Rob Olejniczak, Miller Lite brand manager, the promotional program is anchored by the "It" squad, a collection of six football figures. "Miller Lite is the only beer authorized by the NFL to use the Super Bowl XXVI logo on advertising and point-of-sale materials," Olejniczak said. "By using the |It' squad and other Miller Lite materials, retailers can attract consumers by tying in to the biggest football game of the season."

For on-premise use, Lite has developed a "Catch the Game Here/Lite Super Bowl Party Headquarters" merchandising kit, including banners, playoff chart, and table tents.

"We also have developed point-of-sale materials featuring the |It' squad and Super Bowl XXVI logo to help off-premise establishments build up consumer traffic and capitalize on the growing number of Super Bowl parties people hold in their home," Olejniczak continued.