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One second Miller Super Bowl commercial succeeds despite not airing in largest markets

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February 22nd, 2009

at least so says Miller.  From Advertising Age:

CHICAGO (AdAge.com) -- Miller High Life's one-second Super Bowl ads that weren't created a sales bump that definitely was.

Sales of High Life popped 8.6% during the week after the Super Bowl vs. the same period a year earlier, and they were up nearly 5% during the week before the game, according to ACNielsen.

'High Life': All Miller needed to say.
'High Life': All Miller needed to say.

The contrast between those numbers and the generally incremental gains the brand has been posting in recent months makes it clear that the hubbub surrounding the brewer's one-second Super Bowl ads drove the surge. Not bad, considering the ads didn't even run in many large markets -- including New York, Chicago and Los Angeles -- because NBC directed its owned and operated stations not to run them.

"One of the big things for us [in making the ads] was that we thought we could sell more beer," said High Life Brand Manager Kevin Oglesby. "We definitely sold more beer." - read the rest on Adage.com

 
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