Since the early 1970's Miller Lite has been successful with marketing that uses masculine pro sports players and other macho figures of the day in an effort to sell to the key beer-drinking male demographic.
Miller's "Great Taste...Less Filling!" advertising campaign was ranked by Advertising Age as the 8th best advertising campaign in history.
Miller Lite continues to celebrate macho light beer drinkers in it's latest campaign: "Taste Greatness"
But times have changed, and Miller's ads targeting male drinkers are only a fraction of the strategy, according to Brandweek.
MillerCoors is also introducing product innovations that it hopes will give consumers another incentive to drink Miller. Among those innovations is Miller Vortex, a bottle with interior grooves that creates a vortex as the beer is poured. The product began hitting shelves last month.
