Great taste less filling

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How do you create a whole new market for your product, and then dominate it? By Being different. By going against the common conception rather misconception. Miller Lite took on the debate, and in every ad featured two manly idols declare, which was better — Great Taste , or Less Filling. And with Miller Lite, the first-ever beer in the light category, you could have both!
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Miller Lite revives ‘Great Taste, Less Filling’ ads

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Miller Lite revives ‘Great Taste, Less Filling’ ads

Remember me. Forgot your password? Subscribe today to gain access to every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases , first-look research and daily insights from Joe Mandese, Editor in Chief. The ads -- featuring a group of contentious ex-jocks dubbed the "Miller Lite All Stars" -- helped put a masculine spin on a diet-oriented product many at the time worried would be seen as less than manly. The two brands have not simultaneously gained market share since the mids, but MillerCoors executives feel they will be able to grow both brands by giving each a distinct positioning. Toggle navigation. Free to qualified media, marketing and advertising professionals.
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McCann-Erickson’s ‘Tastes Great … Less Filling’ Puts Miller Lite in the Game

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For years, Miller Lite drinkers, including notables like comic Rodney Dangerfield and football coach John Madden, bickered back and forth. Some said the drink tasted great. Others said it was less filling. Well now they'll have a chance to debate again.
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