CHICAGO The Alcohol and Tobacco Tax and Trade Bureau has ruled that Miller Brewing did not violate regulations relating to comparative advertising nor did the No. 2 brewer make false, misleading and disparaging statements in spots that took on rival Anheuser-Busch.
The SABMiller unit’s “Good call” TV ad effort showed football referees penalizing Bud Light and Budweiser drinkers for toting beer with “less taste” and “less flavor” than Miller Lite and Miller Genuine Draft.
WPP Group’s Ogilvy & Mather in New York crafted the “Good call” campaign.
Anheuser-Busch submitted complaints about the campaign’s truth and accuracy to the Treasury Department bureau. The St. Louis-based brewer also lodged a protest last December and had a handful of Miller spots pulled by CBS and NBC, which cited that the creative unduly disparaged Bud and Bud Light and made unsubstantiated claims.
“We will continue to remind consumers that they have a choice when they select beer, and we will continue to assume that Anheuser-Busch will complain about Miller advertising,” a Miller representative said.
Miller's 'Good Call' Prevails in Ad Ruling
