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Marketplace Roundup

Marketplace Roundup

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Miller Lite bringing back "Miller Time" tagline in hopes of re-energizing brand
AD AGE's E.J. Schultz cited sources as saying that MillerCoors plans to bring back the classic tagline “Miller Time” for Miller Lite “as a means to lift the brand out of a prolonged slump.” The effort will “replace the ‘Man Up’ campaign by DraftFCB that positioned Lite as a great-tasting beer by mocking men who choose other brands.” DraftFCB, Chicago and Saatchi & Saatchi, N.Y., are the “lead agencies on the campaign.” Miller Lite shipments “dropped by 4.3% in 2011, and market share declined to 7.2% from 7.4%.” A-B’s Bud Light brand “is the overwhelming market-share leader, at 19.1%.” MillerCoors turned to "Man Up" in ‘10 after DraftFCB “won the account in 2009.” The spots feature “what some have called overly ‘sophomoric’ humor” (ADAGE.com, 3/6).

SOMETIMES A FANTASY: YAHOO SPORTS’ Kevin Kaduk noted an ad promoting the release of Sony's "MLB 12: The Show" video game "shows what the streets of Chicago would look like if the Cubs won the World Series.” The ad feels "like a little bit of a kick in the Old Styles considering it's debuting at the outset of a season where the Cubs will be shooting for a fourth-place finish.” However, the fact that it is "extremely well done -- I loved seeing Sluggers and Wiener's Circle getting some play -- more than makes up for it” (SPORTS.YAHOO.com, 3/6).

WHEN DOVE CRIES: AD AGE’s Jack Neff notes Unilever “will ask men to check their phones and watch a video in exchange for free stuff” in their latest ad for Dove Men+Care. The company is “using Viggle, a month-old service that rewards people with points when they check into TV shows or commercials, as a key part of its March Madness campaign” for the brand. Viggle “recognizes audio signals from TV programs and rewards points based on what the networks or sponsors are willing to fund.” The latest installments of Dove Men+Care "Journey to Comfort" campaign feature TNT analyst Shaquille O'Neal, Suns G Steve Nash and Michigan State men's basketball coach Tom Izzo “recounting formative moments in their lives” (ADAGE.com, 3/6).

NEVER AT A LOSS OF INVENTORY: In Boston, Dan Shaughnessy noted during Red Sox Spring Training games at JetBlue Park, stolen bases "are sponsored and announced to the crowd: ‘That stolen base brought to you by …’” (BOSTON GLOBE, 3/5).