Скачать или смотреть "Tastes Great. Less Filling." John Madden's 1st Miller Lite Ad

Did you know that once upon a time light beer didn't even exist?

In 1973, Miller launched the first low-calorie beer ever. The slogan "Tastes Great. Less Filling" was born out of the new category of beer called "light." And Miller Lite the product was produced.

With the official launch of Miller Lite, Miller had a problem on their hands.

How do we create an alternative product offering, based off of a successful product, without cannibalizing the pre-existing brand equity, or making the new sub-brand look weak?

The "Tastes Great. Less Filling." slogan was the best of both worlds.

It strengthened the perceived value of flagship product, Miller Beer. While also appealing to an attribute aside from taste and the quality that users had come to expect.

The less filling aspect meant that Miller for the first time ever was diversifying its product offerings and appealing to potential customers they had never marketed to before.

On its face, light beer sounds feminine, or that it is at least "not good enough." So how do you combat that?

By bringing in hyper-masculine NFL personalities for dudes to see it is "OK" to drink light beer.