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MillerCoors Brings Back Classic John Madden Miller Lite Ad To Plug Steinie Bottle

Miller Lite is bringing John Madden back -- "but only for a limited time" by restoring and re-airing a "classic spot featuring the former NFL coach and broadcasting star" during tonight's Bears-Packers "TNF" telecast, according to E.J. Schultz of AD AGE. MillerCoors brought back the ad that originally aired in the early '80s as a way to "plug Lite's original 'Steinie' bottle, which the brewer is returning to store shelves." Miller Lite's marketing used to feature "ex-jocks dubbed the 'Miller Lite Stars.'" However, a MillerCoors spokesperson said that the "brief return of the Madden ad is not a signal that the brew is bringing back the All Stars." The beer brand has "recently purposely shied away from celebrity advertising as a way to differentiate itself from Bud Light" (ADAGE.com, 10/19).

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