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Miller Lite: Tastes great, less filling.

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McCann Erickson, a leading advertising agency created this campaign in 1974. Miller Lite beer is a classic example of repositioning a women’s product to become a man’s product. Before the launch of this product, light beer was considered a women’s drink. This powerful slogan engrained the image of Miller Lite so firmly and deeply that Lite has become a mainstream beer, that having women fight over it does not water down its image. The messaging strategy used in this advertisement was the testimonial strategy by celebrity endorsements. In this case the celebrity was McCann Erikson.

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“Mr. Baseball” Bob Uecker, a former middling catcher for the Milwaukee/Atlanta Braves starred in many ads for Miller Lite in the 1980s. Low-calorie or lite beer was considered to be feminine so the advertisements had to have hyper-masculine men in them.  Miller Lite's choice to use another famous sports player seemed to grab the attention of the audience in the 80s and helped continue to convince men that this beer was not just for women. This advertisement is also using the testimonial strategy by using a celebrity endorsement with Bob Uecker who was a famous baseball player.

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Miller Lite. Where less filling really tastes great. 1992

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During the 90s, Miller Lite's advertising campaigns were still convincing men specifically that light beer is the best way to drink. Budweiser and Busch were Miller Lite's biggest competitors during the 90s decade. Miller Lite still was pursuing to appeal to people who want to be more conscious of their calorie intake but they started to lay off on using very masculine men to represent their beer. Also, they began to focus more on the great taste of the beer and less on who is presenting the beer during this decade. This advertisement is using the brand-centric strategy which focuses on the brand, its features, and how it works in consumers' lives. Miller lite is focusing on how it's not a "watered-down" version of regular beer and since it has a great taste it is the most popular beer which is what consumers truly want.

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2000 Rebecca Romijn Pilsner Miller Lite Campaign.

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Miller Lite during the early 2000s decided to focus on sexualizing the beer more than presenting it as a masculine beer. During this decade it became more popular to sexualize beer products to still make men more prone to drinking miller lite, but also to reflect back on the female audience they have as well. In the 2000s decade, they still focused heavily on the taste of the beer, but they started to truly stray away from their known talent of presenting masculine sports players and men to represent Miller Lite. This advertisement is using a sexy strategy which portrays the brand in a sexually enticing manner. In this advertisement, they used the model Rebecca Romijn who posed very sexually in the ad to represent Miller Lite.

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Miller Lite for Rolling Stone Magazine 2020

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Miller Lite changed its focus on being a less filling beer and started a new slogan called "It's Miller Time". This rolling stone advertisement for Miller Lite wanted to focus on the present moment, not living life through the internet. The purpose of "It's Miller Time" is to persuade beer drinkers to take a break from what we think the online reality is and to live in the moment with Miller Lite in hand. This advertisement is using the pop culture strategy which is when a brand creates a popular phrase. In this advertisement, Miller lite started the phrase "It's Miller Time".