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Miller Brewing Co. said Monday it would no longer try to force its chief rival to pull an ad calling Miller Lite the 'Queen of Carbs.'
The ad was part of a larger Anheuser-Busch Cos. campaign targeted in a lawsuit filed by Miller Brewing last month in federal court in Milwaukee.
Miller spokesman Scott Bussen said the company would continue with its lawsuit, which claimed Anheuser-Busch was making false and misleading statements about Miller Lite in its ads.
'The rest remains in place, and we'll proceed according to the court's timeline,' Bussen said.
A federal judge was scheduled June 29 to hear the Milwaukee brewer's request for a restraining order against the 'Queen of Carbs' ad. Miller Brewing will not pursue a preliminary injunction because Anheuser-Busch's campaign 'failed to slow Miller Lite's momentum,' according to a company statement Monday.
Anheuser-Busch said in a statement the company was pleased with Miller Brewing's decision.
'We do not feel that lawsuits and injunctions are the way to compete in the marketplace. We agree it's time to get back to selling beer,' the statement said.
Last month, U.S. District Judge Lynn Adelman ordered Anheuser-Busch to pull one set of ads but allowed the St. Louis maker of Budweiser and Bud Light to continue to run two others.
The ads ordered pulled were posters displayed in liquor stores that stated Miller is owned by South African Breweries. Philip Morris sold Miller to South African Brewers PLC in 2002, which formed a new company called SABMiller PLC, based in London.
The nation's two biggest brewers have been making unusually pointed references to each other in recent advertising for their light beers, as consumers look for lower carbohydrate alternatives.
Miller also alleged Bud distributors put stickers on Miller Lite products, calling it the 'Queen of Carbs' and 'Owned by South African Breweries.'
Anheuser-Busch agreed to send a memo to all distributors reminding them that stickering or defacing competitors' products is illegal, but the company did not admit any guilt.
Anheuser-Busch, the world's biggest brewer, held 50 percent of the U.S. beer market last year. Miller, the world's second largest brewer by volume, had 18 percent.
It's looking to dust off its Wisk laundry-detergent brand with a rare TV-free campaign that uses teaser ads on billboards and wild postings, a Web site promoting dirt and support from former Baltimore Orioles shortstop Cal Ripken Jr. The idea is to get moms talking to each other about dirt and Wisk as they collect "Wisk points" in hopes of winning a visit from Mr. Ripken, who will makeover a tired Little League ballpark into a "dream field."
The product placement in Shrek 2 is simply hideous. The brand names are smuggled in via olde fairytale jokes (Barneys Old York, Versachery, Pork Illustrated, Tower of London Records) and one or two of these gags would be fine, but the film is larded with in-jokes, mouldy movie spoofs (that From Here to Eternity beach scene yet again), cover versions of hit songs, and a glut of pop-culture references. (the DreamWorks boss Spielberg gets two homages.)Before the film
I find it terribly amusing, I'm one of the few people who really don't like the Bill ads so I'm glad to see it used against them in a clever fashion like this. ;) No worries, I find the 3 ads even worse so I'm glad to see their campaign raising the bar a little. Is this a first for Sweden? I can't think of any Pepsi vs Coke Hertz vs Avis style fights where they use each others gimmicks to fight each other before... It made me smile anyway. Wonder how Tele2Comviq will respond? Suddenly these campaigns are funny!
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