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Article: Lite announces new advertising. (Miller Brewing Co. and Miller Lite beer)
- Article from:
- Modern Brewery Age
- Article date:
- July 15, 1991
CopyrightCOPYRIGHT 1991 Business Journals, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Miller Brewing Co. and Miller Lite will begin telling beer drinkers that it is "the beer that beer's become" in a new marketing and advertising campaign, a company official announced last week. The new campaign will replace the "Tastes Great. Less Filling." tagline that had accompanied the brand for more than a decade.
According to Paul Basquin, Miller's low-calorie category director, the new campaign and tagline build upon Lite's heritage, popularity and taste.
"With its great pilsner taste and one-third fewer calories than a regular beer, Miller Lite is the best beer for consumers today," Basquin explained. "When it was introduced, Lite created ...