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MILWAUKEE – In its biggest commitment ever to Hispanic marketing, Miller Brewing Company has struck a deal with Univision Communications, Inc., the nation's leading Spanish-language media company, to assemble a $100 million-plus, three-year cross-platform advertising and marketing project.
The deal will incorporate on-air advertisements, expanded property sponsorships and ownerships, substantial brand integration, and sponsored public awareness vignettes on several Univision outlets, including national broadcast networks Univision and TeleFutura, Cable network Galavision, Univision Radio's AM network RadioCadena, and Univision.com, the leading Spanish-language Web site.
In a statement Miller said the partnership is a pivotal step in a high-priority initiative to grow its business among Hispanic legal-drinking-age consumers. The Miller trademark has shown growth over the past year-plus, but the company admitted it must begin to more effectively attract Hispanic beer drinkers to build on that momentum.
"This agreement gives us a very real, long-term competitive advantage in connecting with adult Hispanic beer drinkers,” said Luis Altuve, Miller's director of multicultural marketing.
Ron Furman, Univision's e.v.p. of network sales and marketing, noted that the cross-platform deal is the largest in Univision's history.
The deal covers three main programming areas: sports, entertainment, and music, and also includes a public awareness component as part of Miller's "Live Responsibly" campaign.
Miller will be a major sponsor of Univision's World Cup telecasts of the 2006 World Cup, which is the most watched sporting event among U.S. Hispanics. Univision has created a new level of sponsorship that guarantees Miller an exclusive position during World Cup games and related programming on both the network and local levels.
In the entertainment arena Miller will be the exclusive beer sponsor of special primetime novelas, the most popular Spanish-language program genre, and of a select group of music-related specials slated for 2005 and 2006.