Miller Lite

Miller Lite's "Tastes Great, Less Filling" campaign (US, 1974 to the early 1990s) The campaign that made light beer feel safe for tough guys, by staging a barroom argument with no possible winner. Opposing camps chanted "Less filling!" and "Tastes great!" while former football players and other familiar faces, from Dick Butkus and Bubba Smith to Bob Uecker and Rodney Dangerfield, played it as broad comedy. It ran for well over a decade on that one shouting match before fading in the early 1990s, and Ad Age ranked it eighth among the greatest campaigns in history. The format proved strong enough that Miller has brought the old theme back more than once since.