Miller seeks Molson shop and new vigor for itself

Miller Brewing Co., looking to add some gusto to its flat sales, is shaking its marketing tree including talking to outside agencies for its newly acquired Molson brands and shifting brand assignments–to fmd answers.
Miller has held discussions with at least three shops, not all current roster agencies, for its newly acquired Molson brands, according to several industry sources. Preliminary discussions have been held with Backer Spielvogel Bates/New York, which handles Miller Genuine Draft and Genuine Draft Light, according to these sources. Ogilvy & Mather and Chiat/Day, both New York, and possibly one or two others, also are said to have had talks about Molson.
Miller acquired the U.S. import operations of Canada’s Molson Breweries and the U.S. marketing and distribution rights for Molson and Foster’s brands in the U.S. in April. It may double the $6.5 million Molson spent on advertising for all its brands in 1991, according to Leading National Advertisers. Lintas:New York handles the Molson brands; Thomas Angotti Hedge, New York, handles Foster’s.
Molson isn’t the only focus of Miller’s restlessness. Last week, the company brought out nationally another new campaign for Miller Lite from Leo Burnett Co. Given an uncharacteristically brief test in only three markets before the rollout, the new spots revive the “Tastes Great, Less Filling,” tagline Backer made famous 16 years ago. The company also went outside its usual stable earlier this year when it tapped creative shop Cliff Freeman & Partners/N.Y. for its Miller Clear launch.
Copyright Adweek L.P. (1993)