The Launch of Miller Lite

In 1986, Courage launched Miller Lite in both draught and canned form. The rationale is discussed fully.
Agency: BMP Davidson PearceAuthor: Nigel Jones

The Launch of Miller Lite

INTRODUCTION

There have been beer prizewinners in three of the previous four IPA Advertising Effectiveness Competitions. On each occasion advertising has been shown to have had a positive and profitable effect on-sales. However, all three previous winners have concentrated on the draught beer market and as far as we are aware no one has yet 'proved' advertising effectiveness in the highly competitive and overcrowded canned-beer market.

In this paper we seek to demonstrate the effectiveness of Miller Lite advertising in the launch of the lager...

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