PLANK ROAD BUILDS ID WITH PRINT AD;CAMPAIGN WILL EXPAND TO RADIO AND OUTDOOR BY THIS SUMMER

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Miller Brewing Co. next month is broadening the "identity" print campaign for its Plank Road division.

A print ad that ran in the April 1 issue of Sports Illustrated is set to reappear at least once in mid-June in Rolling Stone and other national publications targeting young adult males, a company spokeswoman said. BBDO Worldwide, Toronto, is the agency.

The ad's copy refers to national brands Icehouse and Red Dog as well as Southpaw Light, available in 24 markets, and Northstone Amber Ale, in nine.

The ad doesn't refer to Iguana Light, testing in four markets.

Miller said it decided to split with BBDO this month, though the agency's new radio and outdoor executions are set to break by July. Miller didn't disclose spending.

Miller said it decided to split with BBDO this month, though the agency's new radio and outdoor executions are set to break by July. Miller didn't disclose spending.

NOT `TOO MUCH'

Though Miller is increasing its Plank Road emphasis, "We don't want to advertise it too much," said Rob Olejniczak, director of the Plank Road division.

Along with a greater media buy, Miller is giving the division another vote of confidence with plans for a Plank Road pilot brewery, to open at Miller Brewing headquarters in Milwaukee by yearend.

The pilot brewery will supplement the existing brands' production and styles available for testing both in target markets and among visiting consumers, the spokeswoman said.

Miller now manufactures Plank Road brands and other Miller brands at the same facilities.

The Plank Road division last year sold more than 3.2 million barrels of Icehouse and Red Dog.

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