Miller Knocks Out ‘Catfights’

CHICAGO Miller Brewing Co.’s controversial “Catfight” campaign for Miller Lite, crafted by Ogilvy & Mather, is being phased out, the client said.

A less titillating approach for Miller Lite is in the works, according to sources. A client representative said only that no more fight-themed spots are planned at this time.

“It got attention, but Miller doesn’t want to be known strictly as the beer for people who want to watch women wrestling,” a source said.

The first catfighting spot, created by WPP Group’s Ogilvy & Mather in New York and Chicago, debuted in January and featured two women engaging in an outrageous wrestling match over whether Miller Lite tastes great or is less filling. Four spots were created. The last in the series showed a pillow fight with actress Pamela Anderson.

Client and agency officials could not immediately be reached for comment.

The Milwaukee brewer spent $120 million of its $245 million marketing budget last year to advertise Miller Lite, according to TNS Media Intelligence/CMR.