MILLER LITE TO POUR ON 'GREAT TASTE' ALL THE TIME; Taking page from successful sibling, Lite plans to hammer home message.(News)

Advertising Age, March, 2009 by Mullman, Jeremy

Byline: JEREMY MULLMAN

Millercoors is hoping Miller Lite's future looks an awful lot like Coors Light's recent past.

In an attempt to revive the original light-beer brand, the No. 2 U.S. brewer is purloining the playbook of its rival-turned-sibling, which recently squeaked past it as the No. 2 premium-light-beer brand in the U.S. The game plan: Find your strength and hammer it home.

As Coors Light has incessantly repeated its mantra of "cold refreshment'' since 2004, Miller Lite will now do the same with "great taste.''

Coors Light had the cold-activated bottle and frost-lined can. MillerCoors recently informed wholesalers it will soon be rolling out a taste-protecting cap on traditional bottles, as well as a taste-protecting...

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