UK: New TV campaign for Miller relaunch

By Sarah Diston | 28 September 2001

Scottish Courage is supporting the relaunch of the US beer Miller by rolling out a major new television advertising campaign in Scotland.

The advertisements, which are designed, said the company, to further develop the appeal of 'Millertime' in the UK will focus on two American drinkers Frank and Bill, whose favourite pastime is consuming Miller and revelling in their obsession with one beer.

There will be four executions of the advertisement, which breaks on 1st October titled Beach Volleyball, Vision, Dick and Cans.

John Botia, brands director for lager at Scottish Courage said: "Miller continues to perform well in the standard lager market and is particularly strong in Scotland as it offers consumers a fresh, contemporary alternative on the bar and in the shops.

"The new ads, whilst moving on from the Johnny Miller campaign, still maintain the same underground humour," he added.

The Miller relaunch also sees the brand dropping the Pilsner tag, by introducing a new silver livery. In the on-trade a new head injection technology dispense tap has been introduced, which according to Scottish Courage reduces wastage.