MillerCoors makes big stars out of small business owners

Tanya Lewis

September 01, 2010

Client

MillerCoors (Chicago)

PR agency

Dig Communications (Chicago)

Campaign

"Little Guys on the Big Game"

Duration

November 2009-February 2010

Budget

$80,000

MillerCoors and AOR Dig Communications developed a PR initiative to support Miller High Life's Super Bowl ad, which focused on four small businesses: Del's Barber Shop in Escondido, CA; Loretta's Authentic Pralines in New Orleans; Bizarre Guitar & Drum in Phoenix; and Tim's Baseball Card Shop in Chicago.

Miller High Life's brand position is centered on common sense, and Jon Stern, ...

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MillerCoors makes big stars out of small business owners

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