03 February, 2006

USA: Miller names Miami-based group as its primary advertising agency

Miller Brewing announced on February 02 that it's naming a Miami-based group as its primary advertising agency for Miller Lite after sales growth slumped last year, according to Associated Press. Crispin Porter + Bogusky will be in charge of Miller's top brand. Other Crispin Porter + Bogusky clients include Burger King, Volkswagen, Virgin Atlantic Airways and The Coca-Cola Company.

Spots it has produced so far include ads that show rival brand Bud Light on trial for having "less taste."

"For Miller Lite to continue its strong sales momentum, it's critical that we develop a clear, consistent and distinct voice for our flagship brand," Tom Long, Miller's chief marketing officer, said in a statement. "We believe the best way to accomplish that is to give primary accountability to Crispin Porter + Bogusky."

Long said that the ad company was innovative across marketing platforms"Deep in the DNA of this agency is a passion for working with able challengers doing battle with the giants of their category," CP+B chief executive officer Jeff Hicks said. "Miller Lite is in that very position, and the brand's continued growth will be determined by our ability to make every dollar spent feel like $100 in the marketplace."

Miller is America's second-largest brewery, but well behind St.-Louis based Anheuser-Busch in market share.Beer sales have grown flat in the U.S. market as Americans increasingly experiment with liquor-based drinks and more upscale microbrews and imports.

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