Miller Lite launches mammoth Texas independence push

- 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.

- 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.



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