Beer

Client: Miller Brewing Co., Milwaukee
Products Promoted: Lite beer
Objective: E-Z UP Instant Shelter P-O-P stand models will be used in convenience stores and supermarkets to promote Miller Lite during the 1999-2000 NFL season.
Introduction: August 1999
Construction/Materials: 5-foot by 5-foot white, powder-coated frame with a customized screen-printed logo top, sidewall and railskirts. The unit sets up in 60 seconds and is portable.
P-O-P Company: International E-Z UP Inc., Riverside, Calif.

A report from the Federal Trade Commission

In support of Milwaukee-based Miller Brewing Co.'s 1999 baseball campaign, "No Stretching Required," more than 3,000 Miller Lite Home Run-O-Meters have been placed in on-premise retail locations.
   The tacker, called "1999 Baseball is Outta the Park," has an interactive feature: a die-cut magnet is placed on a steel Home Run-O-Meter so consumers can track the home runs of their favorite slugger.

Product: Coors and Coors Light beer
P-O-P company: The Integer Group, Lakewood, Colo.
Distribution: Off- and on-premise accounts
Introduction: May 1999
Duration: Temporary
Construction: Corrugated, cardstock, vinyl
Display set-up: Retail staff
This year's "Blast of Cash III" sweepstakes program from Coors Brewing Co. adds celebrity power through the presence of spokesmodel Tyra Banks on a 6-foot standee.