Miller Brewing Co. said it will launch its most aggressive National Basketball Association promotion ever next March, an effort tied to the league's 50th anniversary. Miller will distribute a commemorative handbook in multi-packs of Miller Beer, Miller Lite and Miller Genuine Draft. The book will match 50 of the NBA's current stars against legends of yesterday, and will ask consumers to call an 800 number to select the greatest match-up. Larry Bird will serve as Miller's "NBA at 50" spokesman. Plans also include TV advertising and on-site activities at the NBA All-Star Game in Cleveland.
Copyright October 1996 Crain Communications Inc.