[Mickey Spillane]. Collection of Miller Lite Costumes. [Milwaukee: circa mid-1980s]. Assortment of costumes for Miller Lite ... (Total: 17 )

Description

[Mickey Spillane]. Collection of Miller Lite Costumes. [Milwaukee: Miller Brewing Company, circa mid-1980s]. Assortment of costumes for Miller Lite commercials, including western attire (cowboy-cut western shirt with snap buttons, custom fedora and beer holsters), golf attire (five shirts, one pair of red pants, one windbreaker jacket, and one hat) and baseball attire (one hat, one windbreaker jacket, one jersey, one pair of pants, and socks), with various Miller Lite promotional material in which Spillane is pictured wearing some of these outfits. Generally very good, with some staining or other signs of age. From the Estate of Mickey Spillane.

In 1973 Miller began a branding campaign for its Lite beer utilizing athletes and other celebrities. The first spokesman was New York Jets running back Matt Snell, but as time went on others were added to the successful campaign's roster including Rodney Dangerfield, Larry Csonka, Frank Deford John Madden, Lee Meredith, Bob Uecker, and of course, Mickey Spillane. Throughout the 1980s Miller utilized their "All-Star Celebrities" for promotional purposes, offering them to their distributors for special events.