Déjà Vu: Miller Lite Brings ‘Great Taste, Less Filling’ Debate Campaign Back To Market

By Barry Janoff

March 21, 2024: Beginning in the mid-1970s it was hard to watch sports on TV without seeing a commercial featuring celebrities and retired athletes debating whether Miller Lite had “Great Taste” or was “Less Filling.”

Now, the Molson Coors brand said it is “introducing a new generation of All-Stars who will go head-to-head in a new, modern evolution of the campaign,” initially including actor Luke Wilson and such retired athletes as J.J. Watt, David Ortiz, Jorge Posada, Reggie Miller and Mia Hamm.

They will have tall beer glasses to fill.

Original ads featured such celebrities and retired athletes as Rodney Dangerfield, John Madden, Mickey Spillane, Bob Uecker, Billy Martin, George Steinbrenner, Joe Frazier, Dick Butkus, Bubba Smith, Boog Powell, Ray Nitschke, Ben Davidson, Matt Snell and Marv Throneberry.

The campaign will run across broadcast — including March Madness — digital and social media.

In the new humorous effort, an intro spot, “Destiny,” gets the debate reinvigorated.

Watt is bored in his post-NFL life until Wilson arrives at his door with a package “I have had since 1975” — a VHS tape with original “Great Taste. Less Filling” commercials.

That inspires Watt to “join a new team” and to inspire other “retirees to continue to debate the merits of the brand,” with spots envisioning the new Miller Lite All-Star Team in a 1970’s scenario.

“Growing up, I watched the biggest names in sports battle it out in the iconic debate of what makes Miller Lite so great: Could it be that it Tastes Great? Or is it that it's Less Filling?" Watt said via Miller Lite.

"I've always been team Less Filling, and that won't change, but to have the opportunity to work with Miller Lite to officially reignite this major debate is pretty special  . . . let's keep the Lite-hearted  conversation alive for another decade!"

To support the return of the “Great Taste, Less Filling” campaign, Miller Lite said it is “dropping Beer Tapes for nostalgia-loving fans to get in on the great beer debate.”

Miller Lite Beer Tapes are a double feature set — one a real playable VHS that brings people along on an interactive experience to join the debate, "unlocking the chance for beer on us for a year."

The second feature is a VHS-shaped novelty beer glass that people will be able to get use.

In another throwback to the 1970s, people can go to the last remaining Blockbuster store, located in Bend, Ore., on March 28 to get a Miller Lite Beer Tape in person.

For those who cannot make it to Oregon, they will have a chance to win a Beer Tape through a sweepstakes. (Details on Miller Lite's Instagram page.)

In other new spots, “Suite” finds Reggie Miller — who makes certain to let everyone know that he has the same name as the product — JJ Watt and Luke Wilson in a stadium suite in the 1970s debating “Great Taste Less Filling.” Wilson says let it be both.

In “Ritual,” David Ortiz and Jorge Posada debate “Great Taste. Less Filling” in Spanish.

“No hay nada como el gran sabor de una m light después del juego,” says Ortiz. (“There’s nothing like the great taste of a Miller Lite after the game.”)

“Porque llena menos, Papi,”  replies Posada. (“Because it fills less, Papi.”)

“Gran sabor,” say Ortiz (“Great taste.”)

”Lena menos, Papi,” says Posda. (“Less filling.”)

“Pásame otra,” says Ortiz. (“Pass me another.”)

"Miller Lite launched the Light beer category with this iconic debate that has remained unanswered, and we want to continue the conversation for years to come," Ann Legan, vp-marketing for Miller Family at Molson Coors, said via the brand.

"Now with the help of a new generation of All-Stars and the nostalgic and drinkable VHS Beer Tapes, fans can proclaim their loyalty to their favorite side of the debate by scanning their very own Beer Tapes and locking in their answer: Great Taste or Less Filling."

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