Miller plays off vintage Lite line to tout quality

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Hoping to craft a quality message for its best-selling brew, Miller Brewing Co. will play off Miller Lite's old motto, "A fine pilsner beer," in new general and Hispanic market campaigns set to break in March. The humorous ad campaigns also will feature celebrities. Fallon McElligott, Minneapolis, handles general market advertising, while Uno Comunicaciones, Dallas, a unit of Square One, has Hispanic. Both agencies referred calls to the marketer.

Copyright February 1999, Crain Communications Inc.

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