Agency: BMP Davidson Pearce | Author: 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...