New ads and packaging will highlight the brew’s traditional “Tastes Great” pitch as beer giant MillerCoors spends more than $100 million to revive its flagging brand, according to the Wall Street Journal.
Beer giant MillerCoors aims to grab market share from leader Anheuser-Busch InBev and its top-selling Bud Light brand with a new campaign that will include new packaging and ads, according to a story in the Wall Street Journal.
The story, written by David Kesmodel, says the $100 million campaign’s advertising won’t attack Bud Light by name, but is clearly designed to persuade consumers that Miller Lite is the better tasting beer.
The new campaign, which will highlight Miller’s traditional “Tastes Great” theme, is the first strategic thrust from the company since Miller Brewing and Coors Brewing merged.
A few of the TV, radio and Internet ads have begun appearing, the story says.
WSJ Online subscribers may read the full story here.