Miller Brewing Co., Milwaukee, on March 2 breaks the "Miller Lite True to Texas" campaign in the Lone Star State. The brewer said the push will be the largest, most targeted statewide marketing campaign in the history of the brand. In the kickoff March 2, Texas Independence Day, Lite representatives will visit select restaurants and bars in the state, and buy legal-drinking-age patrons a Miller Lite "on the house" to celebrate the state's birthday. Square One, Dallas, handles.
Copyright March 1999, Crain Communications Inc.