Miller Brewing Will Retire ‘Tastes Great’ Commercials

Miller Brewing Co. is laying to rest its long-running “Tastes great . . . less filling” advertising debate.

In commercials that start next week, Miller will try to broaden Miller Lite’s appeal beyond the low-calorie segment of the beer business.

“It’s It. And That’s That” is the slogan of the new Miller Lite campaign.

The new ads will also push the notion that light beer is well on its way toward displacing the full-calorie version as the drink that beer drinkers think of when they order a beer. Miller Lite is the best-selling light beer.

Along with the whimsical debate that Miller used to help make its Lite brand second only to Budweiser in overall beer sales, Miller executives say viewers will be seeing less of the cast of former athletes it has employed for more than a decade in Lite television commercials.

But some, such as ex-baseball player Bob Uecker, will appear this fall as part of a promotion that kicks off the football season.

Paul Basquin, who heads the low-calorie category for Milwaukee-based Miller, said the new campaign represents “the next step in the evolution” of Lite’s marketing.