E-Malt.com News article: USA: Miller Brewing Co. selects Creative On Demand, La Comunidad and Frankel agencies for Hispanic marketing programming

Miller Brewing Company announced July 07 the selection of three new agencies to work on Hispanic creative and promotional marketing initiatives, reaffirming the company’s commitment and investment in the Hispanic market. The agencies, Miami-based Creative On Demand and La Comunidad, as well as Chicago-based Frankel, join MarketVision of San Antonio as agencies charged with producing impactful Hispanic programming for Miller Brewing Company and its brands.

Agencies that competed for the Hispanic marketing business were briefed by Miller Brewing Company officials in April. Creative On Demand will produce above the line creative advertising for Miller Lite, with incumbent MarketVision handling below the line promotional programming for the brand. La Comunidad will handle above the line duties for the Miller Genuine Draft brand, with Frankel providing below the line support and expanding its overall relationship with Miller Brewing Company.

“Each day, we see the Hispanic market expanding and becoming more important to the American beer industry,” says Deb Boyda, Vice President of Marketing Content, Miller Brewing Company.

“These new agency partners understand Miller’s business and beer marketing as a whole, and know how to communicate the personality and attributes of our trademark products effectively to this growing segment of the population,” says Boyda.

As one of America’s oldest brewers, Miller Brewing Company continues the commitment of founder Frederick J. Miller to brew 'confoundedly good beers' with 'uncompromising quality.' Through more than 150 years of innovation and brewing excellence, Miller has built a broad portfolio of award-winning beers that capture approximately 18% of the U.S. beer market.

Miller’s flagship brand, Miller Lite, is the great tasting, less filling beer that defined the American light beer category in 1975. The company also brews smooth, golden rich Miller Genuine Draft using a unique cold-filtering process Miller introduced in 1985. Miller's oldest brew is Miller High Life, the champagne of beers.

Miller imports Peroni Nastro Azzurro, Pilsner Urquell and Foster's, and brews regional craft beers Leinenkugel's and Henry Weinhard's. Near-premium beers include Milwaukee's Best Light, Olde English 800, Mickey's Malt Liquor, Icehouse and Sharp's, a non-alcohol brew. Miller is a wholly owned subsidiary of SABMiller plc, the world's second largest brewer.


12 July, 2006