ANHEUSER-BUSCH SEEKS TO KILL MILLER TV CAMPAIGN
10 of 32 Cable Networks Put Ads on Hold
FOX BARS MILLER BEER SUPER BOWL ADS
Pre-Game Spots Attacked Anheuser-Busch Product
BUDWEISER CONTINUES ADVERTISING CATFIGHT WITH MILLER
Anheuser-Busch Runs Ads Mocking Rival's Latest Commercials
NEW COORS AD MOCKS RIVALS' ADVERTISING CLASH
Colorado Brewer Boasts 'Less Talk, More Beer'
MILLER FIRES LATEST VOLLEY IN BEER BATTLE
New Ogilvy Ads Tout Taste-Test Victory Over Bud
MILLER DROPS PART OF LAWSUIT AGAINST ANHEUSER-BUSCH
Battle Over 'Queen of Carbs' Claim Won't Be Fought Out in Court
FEDERAL JUDGE ORDERS BUDWEISER ADS WITHDRAWN
Miller-Budweiser Court Clash to Continue
MILLER BREWING SUES ANHEUSER-BUSCH OVER ADS
Alleges 'False, Unfair and Illegal' Marketing Tactics
BUDWEISER LAUNCHES MAJOR AD OFFENSIVE AGAINST MILLER
Beer War Pits 'King of Beers' Against 'Queen of Carbs'
The new ads are still set in a courtroom and still harp on Miller’s 2-year-old positioning that Miller Lite has more taste than Bud Light. But a Miller spokesman said the revised spots drop references to a “changed” Bud Light. That phrase was a source of contention with A-B, which cried foul with the initial spots and raised the issue with the networks. As a result, 10 of 32 networks on Miller’s schedule put the spots on hold pending substantiation of the claim. Miller provided its evidence earlier this week.
While the original ads did not elaborate on the “changed” claim, Miller is saying the carbonation and bitterness levels of Bud Light have increased since 2004. A-B has denied any reformulation.
Hoping to avoid the ad being held, Miller is dropping the “changed” claim in ads slated for Walt Disney Co.’s ABC, Viacom’s CBS, News Corp.’s Fox and General Electric Co.’s NBC. The brewer said it made the change to ensure it could get something on air before Thanksgiving.
New Web strategy
Miller, however, plans to step up the frequency of the initial “changed” spots, from MDC Partners’ Crispin Porter & Bogusky, Miami, on the 22 networks that did not stop airing them. Tomorrow, it breaks a print campaign directing people to a Web site showing the ads.
An A-B spokesman did not return a call late today for comment.