Brew Blog reports that MillerCoors is bringing back the classic “Great Taste, Less Filling” advertising tagline for Miller Lite.
MilllerCoors has said it plans to drive growth for its two lead brands by focusing on sharply differentiated marketing positions. Coors Light is about Rocky Mountain cold refreshment. Miller Lite is about taste.
“Research has shown the two factors that matter the most to mainstream light beer drinkers are taste and refreshment,” MillerCoors said on Tuesday in a message to distributors. “And so the path to simultaneous share growth for Miller Lite and Coors Light is clear: We will distinctly align each brand against one of these benefits, driving home our positions in everything we do on behalf of each brand.”
So now we’ve established that Coors Light has nothing to do with taste. That’s progress, I guess.