OLD MILWAUKEE, FIELD & STREAM TEAM FOR OUTDOORS PROMOTION

JUDY CORCORAN

DETROIT -- Stroh Brewery's Old Milwaukee beer teams up with Field & Stream magazine this month for an autumn promotion that celebrates the wonders of the great outdoors. Outdoor enthusiasts will be drawn to Old Milwaukee in-store displays, featuring deer and mallard artwork, that offer a magazine subscription at 52% off the cover price (a three-month subscription for $4 or a six-month subscription for $7). Old Milwaukee will also advertise the promotion with a full-page, four-color ad in next month's centennial issue. The program runs until December. Point-of-sale for the outdoors promotion includes mass stackers, easel cards, electrostatic stickers, target tear pads, mallard mobiles and hunting banners. In selected states during the promotion, Old Milwaukee beer will be offered in a special, limited-edition 16-ounce "Deer Can," featuring the image of a pair of deer in the outdoors. Old Milwaukee will also target consumers in selected markets during the promotion with an Old Milwaukee Realtree camouflage cap offer. With proof of purchase from any Old Milwaukee product, customers in states where it is legal can mail in their order for the cap. In states where this is not legal, the cap is offered as a self-liquidator for $7.99. "The Stroh's and Field & Stream partnership creates an in-store environment that appeals to both of our markets," said John Marquardt, Midwest advertising manager at Field & Stream. "When you take the top-name outdoor brand and pair it with the top-name outdoor magazines, it becomes a catalyst to drive purchases of both our products." Mark Duchovic, director of customer marketing for Stroh Brewery Co., said, "Field & Stream is a perfect fit with Old Milwaukee in that our target audiences overlap."