On the day of its re-launch, MHL executed a never-done-before 16-unit presence, featuring the GITM icon throughout the years, across 16 non-adjacent pages in USA Today. The final 1/3 page ad with copy reading “See You Tonight” was revealed adjacent to the television listings and directed readers to the GITM TV debut during that evening’s Survivor season premiere.

In core markets, internal/distributor network excitement was successfully generated and sales saw a double-digit percent sales increase in subsequent weeks, most notably in Texas (Miller’s #1 priority market area). The brand’s new long-term marketing platform with GITM at center stage had successfully launched.