Miller is hoping to win consumers over with an on-pack promotion offering a trip for four to watch American football team the Chicago Bears play in their home town. The Miller Time Out push will run across a range of SKUs with on-pack presence on five million packs, which Scottish Courage Brands believes will be seen by some 500,000 drinkers.
Paul Stanger, trade marketing and planning director at Scottish Courage Brands, said: "Miller Time Out is a strong proposition which supports the fact that 90% of lager drinkers are men who find the American lifestyle appealing and a link with American football is a good fit for this philosophy.
"The on-pack activity creates a platform for all drinkers to participate, offering consumers the chance to win a trip to the US as well as great runner-up prizes."
The brewer added that separate support has been devised for its Scottish heartland, where it claims that the brand is continuing to enjoy good sales.