Molson Coors Beverage Co.

Product: Miller Lite, Genuine Draft and Genuine Draft Light beers
Number of displays: 5,000
P-O-P company: Wordenglass & Electricity Inc., Kalamazoo, Mich.
Distribution: On-premise locations
Introduction: October 1992
Duration: Permanent
Construction: Electriglas, a neon-filled, cut-glass panel
Miller Brewing chose a sealed neon sign for its on-premise efforts, noting its safety as a key concern.

Product: Coors, Coors Light and Coors Extra Gold beers
P-O-P company: Everbrite Inc., Greenfield, Wis.
Number of displays: 23,000
Distribution: On-premise and off-premise accounts
Introduction: January 1992
Duration: Permanent

Neon signs step into the environmentally conscious 21st century with three interchangeable elements.

Product: Winterfest beer
P-O-P company: Frederic Printing, Denver
Distribution: Off-premise locations
Construction: Cardboard

Product: Miller Lite, Genuine Draft, Genuine Draft Light and Miller High Life beers
Distribution: Supermarkets, convenience stores, mass merchandisers and drug stores
Introduction: May 1992
Duration: Promotional
Construction: Various media
Consumers can't miss Miller Brewing's summer promotions. A wide variety of P-O-P will be used and updated throughout the season.

Advertiser: Miller Brewing Co., Milwaukee, Wis.
Producer: Everbrite Inc. Greenfield, Wis.
Objective: The use of a two-sided neon sign is a first for Miller Lite Beer. The high visibility of real neon is used to backlight the Lite logo which appears on both sides of the sign. Lite's message is visible to people outside as well as inside the store.

Motion Displays
Advertiser: Coors Brewing Co., Golden, Colo.
Producer: Graphic Communications Inc., Golden, Colo.
Objective: To generate incremental display and upgrade in-store display placement. Also, to provide attention-getting P-O-P resulting in increased floor traffic to the display. During the program, overwhelming demand for the can by retailers exceeded the supply.