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Miller Special bows in Japan

Published on .

Miller Special, a beer developed for Japanese tastes, will debut there Sept. 4 with an ad campaign from Dentsu Young & Rubicam, Tokyo. Miller Brewing International in London said the launch is "the largest marketing investment by Miller Brewing Co. outside the U.S. to date."

The beer's introduction is a result of a marketing alliance established recently between Miller and Asahi Breweries of Tokyo, Japan's second largest brewer. The brewers have agreed to market each other's products in their own markets. The TV ad campaign's first spot is designed to build awareness of Miller's 140-year heritage. The spot ends with the tagline "Miller--it refreshes you."

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