Agency: Frankenberry Laughlin Constable
Client: Miller Brewing/Leinenkugel’s
Copywriter: Steve Laughlin
Art Director: John Constable
Producer: Jo Schwerm
Director: N. Lee Lac
The idea: When Miller Brewing bought the Leinenkugel Brewery they asked the agency to help position it as far away from a large brewery product as possible. That meant big music, beautiful twenty-somethings and hip urban settings were out. What was in was what was inside the bottle. The proposition became, you may have never heard of this beer but the people who know what tastes good, thejudges at the Great American Beer Festival, have awarded this beer as their favorite. A true story, amusingly exaggerated when the judges stumble over of the long, German name of the winning brew.