Great Taste, Less Filling
Four words are all you need to capture the essence of Miller Lite. The company’s most successful branding effort to date, the “Tastes Great, Less Filling” campaign, developed by the McCann-Erickson ad agency in 1974, was not only a commercial success in establishing the brand among the upper echelon of light beer producers in the world, but also critically well received, ranked as the 8th greatest campaign of the 21st century by industry publication Ad Age. The slogan itself, full campaign aside, actually ranked 4th, trailing only “Diamonds are forever” (DeBeers), “Just do it” (Nike), and “The pause that refreshes” (Coca-Cola).In the campaigns early spots, creators took the macho, beer guzzling backdrop of a Wild West saloon, known for roughnecks none too afraid to make their opinions known or drive home their point with a hard right hand. As patrons sipped their cold Miller Lites an argument ensued with one drinkers noting the beer was “less filling” while another objected it was “great tasting.” By commercial’s end, the entire boar is in uproar over the dispute as the overhead narrator kindly informs the audience with the catchphrase “Lite Beer from Miller everything you’ve always wanted in a beer and less.”As the commercials progressed, famous figures from throughout the sports and comedy community would make appearances in “Great Taste, Less Filling” ads, including from MLB catcher/funnyman Bob Uecker, NFL coach John Madden, Mets pitcher Marv Throneby, NFL defensive end Deacon Jones, Orioles 1B Boog Powell, the famously feuding Yankees frontmen Billy Martin and George Steinbrenner, and many more, not to mention Rodney Dangerfield, who always seemed to find his way to the losing end of the epic debate. Read the rest of this entry »
