Molson Coors is bringing back one of its most famous advertising campaigns. The company is reviving the Miller Lite “Tastes Great, Less Filling” debate that started in 1975 and tapping a new generation of “Miller Lite All Stars.”
The first three spots, via ad agency Leo Burnett, include “Destiny,” starring retired NFL star JJ Watt; “Suite,” featuring Watt, retired NBA star Reggie Miller and actor Luke Wilson; and “Ritual,” a Spanish language ad starring retired MLB stars David Ortiz and Jorge Posada. Future ads will feature soccer star Mia Hamm. The 60-second Destiny spot will begin airing during Thursday’s March Madness tournament games.
Ann Legan, VP of marketing for the Miller family of brands, told Brewbound: “When you think back when Miller Lite was launched, it really disrupted the category with a relatively simple promise to taste great and be less filling. And when you fast forward to today, those qualities in a beer are as relevant as ever, especially when you consider most of the category is chasing light beer occasions. So we have a lot of confidence that the brand’s DNA still holds true.”
Legan said the new creative taps into nostalgia with a modern twist to make it relevant to modern drinkers. She added that today’s beer drinkers are “yearning” for the simplicity of when relationships were built face to face, there was no Internet and “beer was fun.”
The Miller Lite All Stars and Tastes Great, Less Filling will be the primary campaign for the brand throughout the rest of the year, including during NBA, NFL and MLB games, as well as the Olympics.