MILWAUKEE - Miller Brewing Co. is testing new Miller Lite creative with a tagline insiders say most likely will replace 'C'mon, let me show you where it's at.'
The two new TV spots, airing in Milwaukee; Corpus Christi, Texas; and Denver, bring back a version of the long-running 'Great Taste. Less Filling' theme Leo Burnett dumped when it took the Lite business from Backer Spielvogel Bates/N.Y. two years ago.
Both spots return to the old argument format that made the Backer advertising famous. In one, a man and a woman argue over what to watch on TV. The man wants to watch drag racing while the woman says she and her pooch want to watch a dog show. The man says he can fix the problem, and slams a bottle of Lite on top of the TV screen. The screen then flips to the 'Weiner Dog Nationals,' showing dogs drag racing. The tagline: 'Can your beer do this?'
'We'll let consumers decide if this advertising will work,' said Paul Basquin, low-calorie category director for Miller. 'Right now it's in three markets as a test scenario. We'll read that test, and then judge what to do from there.'
One Miller agency exec said more work is in place that likely will roll nationally with the new tagline. Basquin wouldn't confirm more ads are in the works.
The brand needs a boost as it heads into another difficult selling season. Lite volume slipped from 19.1 million barrels in 1991 to 18.2 million barrels last year, according to Impact.
Copyright Adweek L.P. (1993)