New advertising will break next year. The brand has been off the air for five years, and was most recently handled by Young & Rubicam, Chicago.
Sales for Milwaukee's Best have been steadily declining. Its 1995 shipment of 4.7 million barrels was down 6.6% from the prior year. For the third quarter of 1996, Milwaukee's Best volume dropped another 4% from the same period last year.
Square One also handles the $3 million Miller High Life brand on a project basis.