Miller Lite breaks with 'Man Law' ads
MILWAUKEE, Jan. 24 (UPI) -- The 'Man Law" men learned a new law: Television ads that don't increase sales among the beer-buying public get canceled.
Ads featuring Burt Reynolds, Jerome Bettis and other Men of the Square Table -- whose Man Law pronouncements were the main marketing behind Miller Lite beer -- have been pulled, replaced by spots that focus on the differences between Miller Lite and its rivals, the Milwaukee Journal Sentinel said.
Milwaukee-based Miller Brewing Co. is moving away from the Man Laws spots, but they could be revived later this year, Miller spokesman Pete Marino said. The campaign also included radio spots.
Miller Lite sales, which account for about half of Miller's sales volume, were uneven during the campaign, which began last May.
Miller now will focus more on the qualities that differentiate Miller Lite, the company's top brand, from its competitors, Marino said, marking a return to Miller's strategy of selling Miller Lite through its qualities, rather than guy humor.
The Men of the Square Table decided such weighty issues as new fan signs during sporting events and proper etiquette when a seat is vacated during a game. // Copyright 2007 by United Press International
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