a marriage hand crafted in hell

09/25/2007 05:15:33 AM
How can something feel so wrong and so right?

"Building on a relationship between two Milwaukee neighbors that dates to Harley-Davidson's 90th anniversary celebration in 1993, Miller Lite will be the exclusive malt beverage sponsor of next year's Harley-Davidson 105th Anniversary Celebration.  The only light beer to win four gold medals in the bi-annual World Beer Cup's American-style Light Lager category, Miller Lite will feature a national summer promotion highlighting the Harley-Davidson affiliation."

It makes perfect sense, but then you think again and you are not so certain.

Of course, the partnership involves lots of safe driving activities, but the desired message Miller clearly wants to communicate is "rebel beer" and that's a little bit of a conflict.

Perhaps, this is a win-win for Miller because the more negative press they get the more rebellious the brand will seem.



Posted by Ed Cotton
Tags: miller (1) bikes (2) harley (2) partnerships (1) beer (6)

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