Miller Agrees to Drop Portland Malt Liquor Ads August 17, 2000
News Summary
Protests by neighborhood activists have prompted Miller Brewing Co. to yank a new billboard campaign touting 40-ounce bottles of Olde English 800, a potent malt liquor that activists say is marketed primarily in poor, minority communities.The Oregonian reported Aug. 16 that activists, social-service providers and residents of North Portland sent a letter to Miller complaining about ads near a local high school that featured characters in gang attire touting Olde English. "When I first saw the ads, I was offended," said Carl Flipper of the Humboldt Neighborhood Target Association. "I stayed mad a long time because all I could see was gang members in the 'hood having a good time drinking large containers of beer. This is not the image we want portrayed to our young people."
Ronald McClaron, Miller's director of corporate relations, announced the company's decision to pull 22 billboard ads in Portland, as well as plans to put up more. Ads promoting Olde English will continue on local radio, TV and print media, however, he said. "No one in corporate headquarters viewed the billboards as offensive, nor would we ever encourage underage drinking," McClaron recently told area residents. "We aren't responsible for all of the drinking problems in your community, but we are canceling the campaign immediately ... We've certainly heard your message loud and clear, and if we decide to start a new campaign, we'll let you know first."
Residents said they still are looking at ways to cut underage and binge drinking in North Portland. Some called on Miller to help finance prevention efforts, while others criticized parents and other adults for illegally buying alcohol for youths.
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