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Article: Miller campaign focuses on taste test results.
- Article from:
- Modern Brewery Age
- Article date:
- July 12, 2004
CopyrightCOPYRIGHT 2004 Business Journals, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Miller banner ads were all over the internet last week, as Miller showcased its latest campaign, based on the results of nationwide taste tests. In these tests, Miller says a majority of Budweiser and Bud Light drinkers said that Miller products had "more taste" than their A-B competitors.
The new marketing activity marks the first promotional use of taste claims in the U.S. brewing industry in recent memory, and will include television, radio, print and in-store promotional materials carrying the theme, "Taste for Yourself."
"We've hit on the 'great taste' theme for some time now," said Bob Mikulay, Miller's executive vice president of marketing. "But ...