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Brewer playing to a new crowd
MILWAUKEE - Air guitar champ William Ocean should never be mistaken for Bob Uecker,[url=http://duveticajacketssalejp.halod.com/][b]ダウンジャケットduvetica[/b][/url]. But the relationship both men have with Miller Brewing Co. shows the way the nation's No. 2 brewer is taking a radically different approach to reach a new generation of consumers.
Uecker, the legendary Milwaukee Brewers radio announcer, was among the former athletes and other celebrities who starred inside a long-running TV advertising campaign for Miller Lite. The so-called "Uecker seats" at Miller Park are cheap tickets,[url=http://duveticajacketssalejp.albirank.net/][b]デュベティカダウンジャケット[/b][/url], with the name a reference to a TV spot that had Uecker ousted from the ballpark box seat and exiled to the nosebleed section.
Lite reigns as Miller Brewing's No,[url=http://duveticajacketswomenjp.albirank.net/][b]デュベティカ店舗[/b][/url]. 1 brand and carries the biggest ad budget one of the company's brews,[url=http://duveticajacketsjp.albirank.net/][b]デュベティカ店舗[/b][/url]. But Miller's fortunes are increasingly associated with guys for example Ocean: young hipsters who are drinking less beer than their baby boomer parents and therefore are more prone to tune out mainstream ad campaigns,[url=http://duveticatrenchcoat.webmium.com/][b]デュベティカサイズ[/b][/url].
Air guitar sponsorship
Ocean is a huge fan of Sparks,[url=http://discount2013duveticajackets.webmium.com/][b]デュベティカ激安[/b][/url], Miller's citrus-flavored malt drink laced with caffeine. He began drinking it right after it was launched in 2002, and that he later incorporated Sparks into his air guitar stage act. That resulted in a brand new promotional partnership between Ocean and Sparks,[url=http://duveticajacketsjp.gengfl.com/][b]デュベチカ通販[/b][/url], part of Miller's offbeat marketing campaign.
There aren't any TV spots or radio jingles for Sparks. You will not begin to see the stuff promoted at sporting events where beer is a staple. The Sparks website describes Steel Brewing Co.,[url=http://duveticacoats.webmium.com/][b]デュベティカ激安[/b][/url], a Miller subsidiary with an official location of Irwindale, Calif.,[url=http://duveticacoats.webmium.com/][b]デュベチカ通販[/b][/url], where Miller operates a brewery.
Miller executives declined to discuss their online marketing strategy for Sparks. Randy Ransom,[url=http://duveticashop.webmium.com/][b]デュベティカ激安[/b][/url], Miller's chief marketing officer, recently told trade publication Advertising Age that the company was trying to not "Millerize" the Sparks brand.
"We've been doing mass marketing quite a long time, and this taught us an alternative way," Ransom was quoted as saying.
Sparks was made by McKenzie River Corp.,[url=http://discount2013duveticajackets.webmium.com/][b]デュベティカアウトレット[/b][/url], a San Francisco beverage marketing firm,[url=http://duveticajacketsmenjp.albirank.net/][b]デュベティカダウンジャケット[/b][/url], to contend with Red Bull,[url=http://duveticaonline.halod.com/][b]デュベチカ専売店[/b][/url], a caffeinated, citrus-flavored drink that's mixed by clubgoers with vodka,[url=http://duveticajacketssalejp.halod.com/][b]デュベティカ店舗[/b][/url], giving them a supposed energy kick using their cocktail.
Miller this past year bought Sparks, companion brands Sparks Plus and Sparks Light,[url=http://duveticajacketsmenonsalejp.halod.com/][b]デュベティカ店舗[/b][/url], and Steel Reserve malt liquor from McKenzie River for $215 million.
Misleading claims alleged
Sparks and other caffeinated alcohol drinks caught some criticism in August. A letter signed by attorneys general from 28 states said the drinks were sold with misleading claims that they will help drinkers stay up late and party through the night,[url=http://duveticadownjackets.halod.com/][b]ダウンジャケットレディース[/b][/url]. State officials asked the government Alcohol and Tobacco Tax and Trade Bureau to grow its efforts to avoid misleading statements from being used to sell the drinks.
Miller along with other drinkmakers said they work closely using the bureau to ensure that their products meet federal regulatory requirements. McKenzie River earlier decided to pay a $200,000 fine following the bureau found that the firm published magazine ads that implied Sparks includes a stimulating or energizing effect.
The Sparks brands make up only about 350,[url=http://duveticajacketsjp.albirank.net/][b]デュベティカアウトレット[/b][/url],000 barrels of Miller's annual sales volume of 38 million barrels,[url=http://duveticajacketsmenonsalejp.halod.com/][b]デュベティカアウトレット[/b][/url], according to Eric Shepherd,[url=http://duveticajacketsmenonsalejp.halod.com/][b]デュベチカ専売店[/b][/url], editor of trade publication Beer Marketer's Insights. But those sales are increasing rapidly,[url=http://duveticashoponline.webmium.com/][b]デュベチカ通販[/b][/url], he explained.
Miller's sales tactics for Sparks are similar to those used by others that aspire to get young adults talking about many without using traditional media advertising.
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