Miller Lite brings back 'taste'

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Miller Brewing Co., Milwaukee, departs dramatically from its edgy "Dick" campaign for Miller Lite in a new effort that plays off the "Tastes great, less filling" ads that built the brand in the 1970s and '80s. The new work from Fallon McElligott, Minneapolis, focuses on the product's taste, with celebrities debating whether the brew's flavor comes from the hops or the brewing process. Celebrities in the first round of creative, which breaks March 5, include model Rebecca Romijn, baseball Hall of Famer Robin Yount and auto racer Bobby Rahal. Spanish-language ads from Square One, Dallas, feature actor Erik Estrada, former baseball player Tony Perez and others. The brewer also will run 15-second spots from Fallon that focus on the product. The tag: "The great taste of a true pilsner beer."

Copyright March 1999, Crain Communications Inc.

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