MILLER TO TOUT ROLE BACK HOME IN WISCONSIN

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Miller Brewing Co. will open a marketing campaign later this summer to bolster its image-and market share-on its home turf.

The No. 2 brewer last week named Cramer-Krasselt, Milwaukee, to handle an integrated advertising, promotion and public relations campaign in Wisconsin that will spotlight Miller's presence there.

The campaign, expected to begin in August, will focus on Miller's support of special events, concerts, sports, the arts and community groups.

TARGETING YOUNGER DRINKERS

Although the ads will focus on the company rather than the brands, the campaign is targeted at younger drinkers-as are the current marketing efforts for Miller Lite and Miller Genuine Draft.

Agency Chairman Paul Counsell said the campaign also is aimed at Pabst Blue Ribbon beer drinkers who are disgruntled that their favorite brand no longer is brewed in Milwaukee. S&P Corp. closed the Pabst brewery there at the end of 1996, contracting out the work to breweries in other cities.

The Wisconsin campaign will follow a Texas-focused campaign for Lite by Fallon

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