Ice Lite: trio aims to defrost new beer category

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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.

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