Miller, GMR Marketing Plan Icehouse Promotion

Miller Brewing will follow up last year’s “Truck drop” promotion for Icehouse beer with a “Keg-apult” event in which kegs are hurled through the air by a catapultlike device.
GMR Marketing in New Berlin, Wis.–one of the two shops at which Miller consolidated its promotional marketing in October–is handling the promotion, which will culminate in late summer in a southern location yet to be determined, a Miller representative said. As with last year’s truck drop, the effort is expected to be backed with TV and radio advertising from Icehouse’s agency, Young & Rubicam in New York.