Miller Playing to Fans During NFL Season

CHICAGO Miller Brewing Co. is developing an unconventional outdoor campaign for the upcoming National Football League program that will create a local affinity between its Miller Lite brand and football teams.

The campaign, from Zipatoni in St Louis, will roll out this summer in all 32 NFL cities, starting in the preseason, and feature the Milwaukee brewer’s Miller Lite bottles with copy that reflects fans’ passion for their teams. For example, “Bark like you mean it” plays on the enthusiasm of the Cleveland Browns fans in east end-zone seats, better known as the Dawg Pound.

The billboards will be located outside stadiums and near taverns where fans gather.

Spending on the effort was not disclosed.