The original "Great Taste, Less Filling" campaign from McCann Erickson Worldwide, which made its debut in 1974, introduced the nation to light beer. 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.
Coors Light and Miller Lite became teammates under MillerCoors when their brewers entered a joint venture in the U.S. earlier this summer. The two brands have not simultaneously gained market share since the mid-1990s, but MillerCoors executives feel they will be able to grow both brands by giving each a distinct positioning.
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