- Miller Lite is launching the largest, most targeted state-wide marketing campaign in Texas on 2 March -- Texas Independence Day -- in a bid to establish its position as the beer of choice for the lone star state.
The "Miller Lite True to Texas" push is a multi-faceted campaign, created specifically for the Texas market.
On the day itself, Miller Lite staff will visit restaurants and bars across Texas and buy people a Miller Lite to celebrate the state's birthday.
This will be followed up by a TV and radio campaign starring Nolan Ryan, the Texas baseball star.
Other events will include the Texas Title Belt, a state-wide professional boxing series; the Miller Lite Live Music Programme and a separate ad campaign targeted at the Hispanic population.