Miller Brewing Co., Milwaukee, this fall unveils six new TV spots for Miller High Life, using the same grainy footage and quirky shots that won the brewer its most advertising praise in years. Miller said the offbeat work from Wieden & Kennedy, Portland, Ore., should appeal to drinkers "who don't take themselves too seriously." One spot reminds drinkers that good things, like socks and a pack of High Life, come in sixes. The campaign, launched in April 1998, has helped boost sales of Miller's No. 3 brand 4% this year vs. 2% for the near-premium market, the brewer said.
Copyright September 1999, Crain Communications Inc.