New Miller Effort Set

Among the new advertising Miller Brewing’s distributors will preview this week is an umbrella branding campaign under the “Miller Time” theme, sources said.

Ogilvy & Mather handled the campaign, and may have enlisted members of its creative Syndicate to help, as it has done in past work for Miller Lite, according to sources.

The work includes several TV spots, at least some of which use brewery employees, and is seen by the Milwaukee brewer as a counter to Anheuser Busch’s long-running heritage campaign from DDB, sources said.

Miller has not had a brewery-wide campaign in several years, although in 1996 it launched the short-lived Miller beer brand in an effort to provide a unifying element to its brand portfolio.

The Miller Time theme was resurrected several years ago for Miller Lite ads by Fallon, and its use is continued in Lite ads from Ogilvy New York.

A brewery representative last week declined to comment on...