Miller Lite will bring back the beer company's famous contradiction: "Great Taste, Less Filling." The 30-year-old tagline will be used in ads and on displays in beer aisles nationwide, beginning in September.
MillerCoors is revamping its brand image and positioning for both Miller Lite and Coors Light, in an attempt to reach new markets and revive slumping sales. Miller Lite is working with TBWA and Dieste in advertising more to the Hispanic market, while Coors Light is getting a new packaging that will highlight the beer being "born in the Rockies" in 1978.
An in-store Miller Lite campaign includes a "Great Taste Guide for Grillmasters and Brew Lovers" booklet, with coupons for Miller Lite, Tyson Foods and other brands, as well as $100 off a Char-broil infrared grill. The MillerCoors booklet also touts the beer's "Taste Protector" technology, said to "lock in taste."
In one of its first major marketing moves as a combined entity, MillerCoors is launching a $100 million campaign for Miller Lite that showcases the brand's new bottles and cans and restores the "Tastes Great" slogan.
In addition to chasing market leader Bud Light, newly merged MillerCoors must keep its two big light beers -- Coors Light and Miller Lite -- from getting in each other's way. "You can't really deny that it's a flattish industry, and when one grows, the other necessarily doesn't," said the editor of Beer Business Daily. "They have a real challenge ahead to differentiate those brands."
The Miller Lite ad campaigns featuring scantily clad women wrestling over whether the beer "tastes great" or is "less filling" were ended this week. Miller Brewing said it does not want to define itself by sexual advertising; analysts also say the ads did not result in increased sales.