SBD/4/Sponsorships Advertising Marketing


     Molson Cos. Ltd. reported a 12% decrease in earnings due to
"flat brewery results," lower profits at U.S. cleaning and
sanitizing subsidiary and "tighter margins" in its retail
divisions.  Net income for the period ending September 30 was
C$32.7M, compared to C$37.2M for the same period last year.
Molson's sports and entertainment group, which owns the
Canadiens, reported a 6-month operating loss of $3.6M, compared
with a profit of $3.2M last year.  A Molson spokesperson said the
NHL lockout has cost the company about $3M, and could reach $15M
if the season is canceled (Paul Brent, FINANCIAL POST, 11/4).
     NEW AD CAMPAIGN FROM MILLER LITE:  "The stakes are high as
the Miller Brewing Company introduces another campaign for Miller
Lite, the fourth since the $100 million account arrived at Leo
Burnett U.S.A. three years ago in one of the largest agency
switches ever."  Two new spots began running this week in a
campaign called "Great Expectations," in which viewers find
themselves "transported inside their television sets,
participating in the events they were watching."  Scott Barnum,
Franchise Dir for Premium Brands at Miller, said the new campaign
will focus more on the "first half of the 'Tastes great, less
filling' equation" (Stuart Elliott, N.Y. TIMES, 11/3).  Miller
also added Young & Rubicam as the company's "first international
agency of record" (N.Y. TIMES, 11/4).
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Montreal Canadiens, NHL

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