Beer

For its latest P-O-P program, Miller Brewing Co., Milwaukee, took a cue from its popular Miller High Life TV ads, which position Miller High Life and Miller High Life Light as men's beer.
      New summer P-O-S, including basewrap, case cards, display cards and static stickers, play to that same blue-collar male by baiting him to learn his way around a grill. The paper P-O-P hit supermarkets, liquor stores and c-stores this month and will run through August. Miller says it hopes the materials attract "economy consumers" looking to have that summer party.

In a competitive year, beer marketers count calories to boost sales; re-engineer P-O-P for increased placement