Ice Lite: trio aims to defrost new beer category

Miller Brewing Co.’s main agencies–Leo Burnett, Young & Rubicam and Backer Spielvogel Bates–will be facing off in a pitch for Miller Lite Ice, the brewer’s first ice beer to carry the Miller name, with at least one source sensing a chance for the winning agency to establish a toehold on the main brand.
A Miller spokesperson said Miller Lite Ice is “one of several new initiatives we’re taking a look at. And at times, we call on the various resources of some of our agencies to look at a project.”
In addition to Miller Lite Ice, the No.