(FUNNY) Great Taste Less Filling
Miller Lite beer is a class 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. Since men are the heaviest consumers of beer by far, Miller devised this strategy to have male sports jocks fighting over whether it “Tastes Great… or Is Less Filling.” Once audiences saw the beer associated with jocks fighting, the new image stuck and Lite became a huge success with mostly male audiences.
Today the image is so engrained that Lite is a mainstream beer that having women fighting over it does not water down its image.