What's the Best Ice-Beer Slogan? You Make the Call, Miller Says

MILWAUKEE – Stripped down print ads that ask consumers to pick a tagline aren’t new in advertising, but for Miller Brewing Co., it’s the latest nontraditional marketing tool the brewer is using to tighten the screws on rival Anheuser-Busch.
In the first effort for its Icehouse ice-beer brand, a Miller print ad asks consumers to choose between three possible taglines or to offer a new one. The ad, made to look handwritten, shows three Polaroid shots of the Icehouse label and packaging, explaining that Icehouse is a new ice beer and this is the first ad.