7845 Harwood Avenue  |   Wauwatosa, WI 53213  |  Phone 414.443.0850  |   Fax 414.443.0875

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Miller Brewing

Miller High Life toasts 100: PR connects with mid-America, working man

While most beer brands compete for new legal drinkers, Miller High Life wanted to share a story of tradition, heritage and brand values with its core drinker as part of its 100th birthday. A two-tiered PR program resulted in a national media toast to the “Champagne of Beers” prior to New Year’s Eve and resurrection of Miller’s High life Cruiser, the brand’s traveling museum which first toured in 1954.

Print and radio mentions hyped the Cruiser comeback and its visits to festivals, classic car shows, and fire stations, and live TV tours excited viewers interested in checking out Miller memorabilia. The one-day national toast garnered more than 75 million media impressions, and more than 100,000 fans experienced the High Life on tours of the bus during the six-month tour.