Miller Brewing Rides With Harley

CHICAGO Miller Brewing Co. is teaming up with Harley-Davidson this summer for the motorcycle company’s 100th anniversary backed by promotional ads from Zipatoni.

The St. Louis agency created point-of-purchase and promotional materials, which feature the Milwaukee brewer’s three trademark brands: Miller Lite, Miller Genuine Draft and Miller High Life.

The promotion will also include print and radio advertising, which has yet to be assigned, a Miller spokesman said.

On-premise ads for High life feature the famous motorcycles with copy that reads: “If 25 years is silver, the 100th anniversary must be steel.” Other ads show Miller Lite and MGD bottles with pictures of a Harley with the copy “Here’s to 100 years of chrome.”

The promotion for the Milwaukee motorcycle company’s anniversary runs June through August.

Billings on the effort were not disclosed.