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Miller Lite Encourages Consumers To Plan Ahead For Safe Ride Home In New National TV Ad

June 8, 2010


CHICAGO – Planning is an important part of any memorable night out with friends.  You plan when you’re going out, where you’re going and who’s going.
 
You also need to plan ahead to make sure you and your friends get home safely at the end of the night.
 
That’s the message of a new television ad from Miller Lite that will debut during World Cup broadcasts.  In the spot, titled “Brad’s Plan,” a guy enjoying Miller Lite with his buddies decides to approach an attractive woman in the bar.  It appears his efforts have been successful when we see the two of them in her car, leaving the bar.  Eventually, the camera pulls back to reveal that Brad has been joined by his two buddies and that they’re being driven home by the woman.  It’s all part of his plan to get them home safely after a night at the bar.
 
“We want legal-drinking-age consumers around the country to enjoy the great taste of Miller Lite this summer, but we also want them all to get home safely at the end of the night,” said Kim Marotta, vice president of corporate social responsibility at MillerCoors.  “Whether it’s lining up a designated driver, calling a cab or hopping on a bus, it’s important that you think ahead about how you’re going to ensure a safe end to the night for everyone.  The new ad drives home this point in a memorable way.”
 
The spot, created by Milwaukee-based Jacobson/Rost, will debut June 23 during the U.S.-Algeria game on ESPN.  After that, it will share Miller Lite’s media weight on general market broadcasts throughout the balance of the World Cup with ads from the brand’s current “Taste Greatness” campaign.
 
Miller Lite will have in-game advertising on ABC, ESPN and ESPN2, as well as on ESPN3.com, where games will be streamed live.  The buy will focus on marquee games during pool play, including all U.S. matches, and continue through the quarterfinals, semifinals and championship.  Miller Lite also will advertise in game rebroadcasts on ESPN Classic.
 
MillerCoors supports a number of programs encouraging consumers to plan ahead and use alternative transportation, including partnering with 1-800-TAXICAB, sponsoring Miller Lite Free Rides on key holidays, offering cab vouchers in more than 85 markets and sharing education through www.GreatBeerGreatResponsibility.com, a website highlighting the company’s corporate social responsibility platform.


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