Miller Lite goes back to the well in new ads
MillerCoors goes back to the future, tweaking the current Miller Lite NFL campaign by adding the tagline, "Great taste, less filling." The slogan harkens back to the 1970s and '80s, when George Steinbrenner, Billy Martin, Bob Uecker, Bubba Smith, Rodney Dangerfield and others starred in the classic "Tastes great! Less filling!" spots. Martin, the oft-fired Yankees manager, appears downright tipsy in the commercial above—and the way he and the Boss blow the take is so genuine, you can't help but laugh along with them. I've been screaming "Tastes great! Tastes great!" in my cube for the last 15 minutes. The reaction: angry calls to HR. Once the retro tag hits the airwaves, then they'll all understand and shout in unison: "Less filling!" Now, if you'll excuse me, some guys from security have shown up. —Posted by David Gianatasio |
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August 21, 2008 in Alcohol, Gianatasio, Miller, TV | Permalink |
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I was one of many who wrote the original commercials for the taste great/less filling campaign. The campaign and the account fell into a marketing dilemma. Taste Great/Less Filling was still successful.
The "jocks" still worked. Yet, miller was losing share to Bud Light.
This was the original Bud Light campaign "Gimme a light.
A Bud Light". That campaign was attracting younger drinkers.
How do you change a campaign without losing your core user?
The client, Miller, hired a Sr VP of marketing who did not like
Backer and Spielvogel. He immediately killed the taste great/less filling campaign...the market share plunged.
Bud Light rocketed. And for the next twenty five year Miller
has been struggling to get the beer on track.
....typical of this business. Politics,. And a rush to kill
what works, usually winds up in failure.
Miller Lite has a DNA. They need to find it...
Posted by: zen | Aug 21, 2008 9:25:34 AM
