#MILLER SIXTYFOUR ALCOHOL TRIAL#

2 that last week inspired a longer version.Īt first, “we were torn as to whether that was a good thing or a bad thing,” Mr. Strong’s star turn for Miller Fortune would come soon after his work in a campaign for the new Jaguar F-Type coupe, which included a popular commercial during Super Bowl XLVIII on Feb. England said it was coincidental that Mr. Cheever said: “Sometimes we talk too much in ads. Strong speaks in the initial commercials, Ms. Strong “personifies the moment you decide to change the night’s direction,” she added, “when you make it a little more interesting, more exciting.”

#MILLER SIXTYFOUR ALCOHOL TRIAL#

“It is very big from a media point of view, driving awareness and trial with spending that is significant,” he said, and more than MillerCoors spent last year to introduce a flavored malt beverage, Redd’s Apple Ale, that he described as “the most successful new product since the joint venture” began. To underline how significant MillerCoors believes Miller Fortune could be, Andy England, chief marketing officer at MillerCoors in Chicago, termed it “the largest launch of a new product” since MillerCoors was formed in 2008 by SABMiller and Molson Coors Brewing. Examples include Dove, for soap and chocolate, or Delta, for airplanes and faucets.) (For those wondering how Fortune could be a beer when it is already a magazine, it is not unusual for marketers to use a name already selling one type of product to sell another. The new product, called Miller Fortune, has recently been arriving in stores the introductory advertising is on the way. That question may be asked as MillerCoors brings out a product in a growing category of the estimated $30 billion American beer market: brews with higher alcohol by volume, meant to compete against liquor for the favor of consumers ages 21 to 27.

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